How Has Lead Generation Changed In 2020 | Lead Genera
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Lead Generation

How Has Lead Generation Changed In 2020

It is safe to say that we all know 2020 has not exactly been the most normal of years. With all that has happened, most companies have had to change in the way they operate which will also include their marketing and lead generation. With these changes, they have had to adapt their plans and what marketing methods in which they use. In our latest article, Lead Genera takes a look at how lead generation has changed in 2020.

What Is Lead Generation

Lead Generation is the process of finding and attracting potential customers to your business. The process of doing this is closely linked to both sales and marketing. Generating leads is a big focus for many companies as it allows them to create a potential revenue funnel which can help businesses to grow. In the year of 2020, as we will discover later on in the article, Lead Generation tactics and avenues have changed to suit the overall worldwide situation.

How Has 2020 Affected Lead Generation

In late 2019 most companies will have set out their business plan for 2020 including marketing and also lead generation. During 2020, with a global pandemic there has been a shift in the channels in which people are now utilising to grow their business. Some of which were probably on your radar, but others were most definitely not. Some of the biggest changes include the following:-

Email Marketing

There has been a definite rise in the use of email marketing. For those that have an existing database or previous customers it is a great way to engage them to see if they would like to purchase from you again. More and more companies are doing this with the increased need to drive revenue streams to ultimately survive as a business. 

Email marketing is a great way to reach out to those that you have details for. With most receiving more email marketing content you need to ensure that you stand out from the crowd. Make your email short, straight to the point and offer as much information as possible. Infographics are a great way to do this. They are a visual tool which you can add a lot of information to without the need for lengthy paragraphs.


Podcasting was already on the rise, and looked to be a mainstay in 2020. With a pandemic occurring, more people have taken to either conducting or listening to a podcast. Work from home has also changed how people work, so a podcast for background noise was most definitely needed for a large part of the year. If you are not using podcasts then now may be the time to do it. 

Podcasts are a great way to add value and engage your audience. Offering substance be that in the form of guests from your audience industry or even speaking about popular topics are a great way to get people listening. Marketing your podcast is also very important. Shout about it on social media, or use email marketing to direct your audience to wherever they can listen.

Video Content Marketing

Video marketing was tipped to be one of the most used marketing tools, with YouTube leading that line. However, this will now be even more apparent with people having more time on their hands to watch videos. Working from home means people have more time to research products to why they should purchase. 

Venturing into the world of video marketing may seem like a daunting task but it does not need to be. Most videos are talking directly to your audience or customers about why they should buy your products, or speaking about topical issues. Whichever it may be, use it as an opportunity to develop and build your brand further.

Facebook Ads

Facebook Ads were always going to make up a large part of most marketing plans, however in May of 2020 there were around 2.6 billion adverts live. That is a lot of adverts, and is down to the need for companies to be in front of their customers even more so than before. If you did not have this included within your social media marketing plan then you were already in the wrong place. 

Facebook is the biggest social media platform in the world, so using it was a no brainer. The pandemic and 2020 as a whole has meant it has become more popular. With more people at home, or having spare time the knock on effect is that social media has grown. Ensuring your presence on this platform is very important therefore for brand exposure. 

What Does The Future Look Like

Even though the future for most companies is somewhat uncertain there has also been many signs that most are going to do well throughout this period. Ensuring that you adapt business processes, as well as your marketing will ensure this is the case. At this time, marketing is one of the most important components of your business to ensure that you will stand out amongst your competitors.

To Conclude

The year of 2020 will most definitely go down as one of the toughest years on record. The global pandemic has most definitely changed the way in which companies conduct their business, as well as various processes. When looking at how lead generation changed in 2020, it is clear to see with the rise in various other marketing techniques which are now being used. 

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