Lead Generation Trends 2024: Building a Strategy for IT Service Company

Dec 29, 2023 5 min read 408
Alla Kovshova Marketing Director
Nadiia Rostovetska Marketer
Lead Generation Trends 2024: Building a Strategy for IT Service Company

In the rapidly evolving B2B sales and marketing landscape, staying abreast of lead generation trends is crucial for IT service companies aiming to thrive in 2024. It's imperative to analyze the emerging trends and formulate a comprehensive strategy that aligns with the industry's dynamism. 
This article will delve into key lead generation trends and provide actionable insights for IT service companies looking to enhance their approach.

Types of Leads

Before diving into the latest trends, it's essential to understand the different types of leads. There are two main categories:

  • Marketing Qualified Leads (MQLs)
    These are prospects who have shown interest in your IT services but may not be ready to make a purchase. They can be nurtured through targeted marketing efforts.
  • Sales Qualified Leads (SQLs)
    These leads have demonstrated a higher level of interest and are more likely to convert into customers. These are the leads that the sales team actively pursues.
  • Service Qualified Leads (SQLs)
    These are leads that indicate a specific interest in the services your business offers. Unlike general marketing interest, SQLs specifically show interest in the service aspect of your offerings. These leads may have engaged with content or information related to your services, attended webinars, or interacted with service-specific marketing campaigns.
  • Product Qualified Leads (PQLs)
    Product Qualified Leads focus on the interest and engagement related to the specific products your company provides. PQLs are individuals or companies who have interacted with your products, perhaps through a free trial, product demos, or other product-centric marketing channels. They have demonstrated a specific interest in the functionalities and features of your products, making them more likely to convert into customers.

Lead Generation Trends 2024: Building a Strategy for IT Service Company - 01

Improve Lead Generation Landing Pages

The first touchpoint in the lead generation process is often a landing page. In 2024, optimizing these pages is more critical than ever. Ensure that your landing pages are mobile-friendly, fast-loading, and contain compelling content. Implement A/B testing to identify the most effective headlines, call-to-action buttons, and form lengths. Utilize SEO-friendly keywords to enhance visibility and attract organic traffic.

Encourage Positive Reviews

In the digital age, online reviews play a pivotal role in influencing B2B purchasing decisions. Actively encourage satisfied clients to leave positive reviews on platforms like Google My Business, Clutch, or industry-specific review sites. Showcase these testimonials on your website to build trust and credibility among potential leads. Additionally, promptly address any negative feedback to demonstrate your commitment to customer satisfaction.

Host Online Events

Virtual events have become a cornerstone of lead-generation strategies. Hosting webinars, virtual conferences, or workshops allows IT service companies to position themselves as thought leaders and engage with a broader audience. Promote these events through various channels, and collect attendee information for follow-up. This interactive approach fosters relationships with potential leads and provides a platform for showcasing expertise.

Publish Case Studies

Case studies are powerful tools for showcasing the tangible impact of your IT services. Create in-depth case studies that highlight successful projects, emphasizing the challenges faced, solutions provided, and measurable outcomes. Prospective clients often seek evidence of a service provider's capabilities, making case studies valuable in the lead-generation process.

Connect with Prospects Using Social Media

Social media continues to be a goldmine for B2B lead generation. Identify the platforms most relevant to your target audience and consistently share valuable content. Engage in conversations, respond to comments, and use targeted advertising to reach potential leads. LinkedIn, in particular, is a powerhouse for B2B networking, providing opportunities to connect with decision-makers and industry professionals.

Use LinkedIn

LinkedIn is not just a platform for connecting with professionals; it's a robust lead-generation tool. In 2024, leverage LinkedIn's advanced search features to identify and connect with decision-makers in your target industries. Share insightful content, participate in relevant groups, and use sponsored content to increase visibility. Personalize connection requests to make a lasting impression.

Create a Referral Program

Word of mouth remains a potent force in B2B lead generation. Establish a referral program that incentivizes existing clients, partners, or even employees to refer potential leads. Offering discounts, exclusive access, or other perks can motivate advocates to promote your IT services actively within their networks.

Nurturing Leads

Once leads are in the pipeline, nurturing becomes paramount. Implement an effective lead nurturing strategy to guide prospects through the sales funnel:

  • Content Personalization:
    Tailor your content to the specific needs and interests of each lead. Personalized communication, whether through email campaigns or targeted content, enhances engagement and builds a stronger connection.
  • Drip Campaigns:
    Automate drip campaigns to deliver a series of relevant messages over time. This keeps your IT services top of mind without overwhelming potential clients.
  • Educational Content:
    Position your company as an industry authority by offering educational content such as whitepapers, eBooks, or how-to guides. Providing value demonstrates expertise and fosters trust.


Tailoring content to individual needs using data analytics and AI is becoming increasingly important. This approach focuses on understanding individual customer preferences and providing solutions that resonate personally​​.  70% of consumers spend more with companies that offer fluid, personalized, and seamless customer experiences. 

Mass cold mailings are being replaced by super-personalized emails and messages containing targeted communications. Although this approach requires more effort and manual labor, it gives more conversions. 

Voice Messaging

Optimizing content for voice search is crucial as voice-activated devices become more prevalent. This involves focusing on conversational keywords and mobile-friendly designs​​.

Try Remarketing

Remarketing involves targeting ads to individuals who have previously visited your website but did not convert. This strategy keeps your IT services visible to potential leads as they browse other sites. Utilize compelling ad creatives and strategic placements to rekindle interest and encourage a return visit.

SDH Company’s Marketing Department

The landscape of lead generation for IT service companies in 2024 is dynamic and multifaceted. By staying attuned to emerging trends and adopting a holistic approach that incorporates various strategies, businesses can position themselves for success in a competitive environment. Whether through optimizing landing pages, harnessing the power of social media, or implementing effective lead nurturing, a comprehensive lead generation strategy is the key to sustained growth in the IT services sector. 

One of the areas of work of SDH company’s marketing department is to study current trends in the IT industry and test them in practice, and the results of their activities allow us to increase the competitiveness of the company itself and its clients. Follow us on Linkedin and Twitter.


Lead Generation Trends


Need a project estimate?

Drop us a line, and we provide you with a qualified consultation.