I believe that in 2021 conversion points will expand in two different ways:
More conversion points will lead to more sales
This dovetails from advanced segmentation a few bullets back; more conversion points allow for easier contact segmentation and more customized messages. For example, if the only entry point onto your list is a newsletter signup form, you have limited ability to differentiate your messages. But, if you have contacts coming in from 30 different landing pages targeted to 30 different buyer personas, you can create incredibly tailored campaigns that convert at much higher rates.
Different types of lead magnets will lead to more conversions
Aside from simply having more conversion points, though, I believe that 2021 will see the expansion of the types of lead magnets that are in play.
Square2 ran an interesting piece earlier this year talking about the dissolution of the “gated / non-gated” content debate, and proposed that relational, interactive lead magnets would drive better results. The mini-course became more popular in 2020, and educational content looks primed to continue succeeding in 2021. We’ve had IT consultant clients have success with offerings like free dark web scans.
The bottom line is that B2B tech marketing offers will expand far beyond ebooks and whitepapers in 2021.
B2B tactics look more like B2C tactics