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Where B2B lead generation caters to business enterprises and corporations, B2C lead generation caters to individual consumers. Here are the key similarities and differences between B2B and B2C lead generation
Though many people might think that enterprises are also consumers, because they are in essence made up of individual people who make the decisions, these types of lead generation approaches differ wildly in their tactics. As customers, both have slightly different requirements when it comes to building a relationship with brands.
Here are some of the key differences between B2B and B2C lead generation:
Ingredient #1: Sales cycle length
Investments made in B2B lead generation are often more elaborate because contracts with businesses are usually much larger than contracts made with consumers. The amount of time and resources dedicated to a purchase are often larger in the B2B world. This makes the sales cycle longer, which can take months, or even years to complete. B2C sales cycles and transactions tend to be much shorter and usually involves far less money.
Ingredient #2: Unique content
Think of B2B as the fussy and scrutinizing customer at a store. B2B customers are usually more knowledgeable because they tend to do a lot more research before making a purchase than B2C customers. This means that they typically require more valuable content including free case studies, infographics, and white papers to nudge them along the sales funnel.
On the other hand, marketers often tap into B2C customers during their “buying phase.” Lead generation content for B2C often come in the forms of promotions, unique offers, and personal messaging.
Ingredient #3: Audience scope
B2C lead generation initiatives often cater to a broad audience. Unlike in B2B where the decision rests with top management, everyone is a customer with purchasing power in B2C. The markers of a good B2C lead generation initiative is the ability to grab a customer’s attention amidst noise from competitors.
On the other hand, B2B lead generation caters to a far narrower market—a company’s decision makers. The goal is to ensure that your products and services are on their radar when it’s time to make a purchase. Since the audience scope is smaller and more precise, it demands a more proactive and personalized approach.
Ingredient #4: Where the audience is on social media
LinkedIn is the social media hub of professionals and business executives. Thus, B2B marketers can leverage LinkedIn to reach decision makers and influencers in the business realm. As for B2C, their audience is everywhere on social media, so it makes sense to be highly visible in the top three platforms: Facebook, Twitter, and YouTube.
Of course, this doesn’t mean that you only need to focus on LinkedIn for B2B and the top three for B2C. The top three platforms can also be utilized by B2B marketers to target business customers; your content just has to match the dynamics of the particular platform you’re using.
Ingredient #5: Main challenge (or the main goal)
While both B2B and B2C lead generation aim to result in a sale, their main goals are quite different. While B2C tries to attract customer attention in the middle of a highly saturated market, a good B2B lead generation campaign attempts to build a personal relationship with prospects based on trust so that when they are ready to make a purchase decision, your brand is the first thing that comes to mind.
Ingredient #6: How products are sold
Since B2B’s primary currency is trust, products or services are sold through professional (and sometimes personal) relationships that are built over time. B2B clients often make purchases from people they know personally or from individuals with which they’ve built a professional relationship.
On the other hand, B2C products and services make sales through price perception and quality. Customers rarely know individual representatives within a company before making a purchase decision. Given this, impulse purchases in B2B are very unlikely, while in B2C, they are expected to occur more often.
Ingredient #7: Customers’ attitude towards unsolicited calls
Professional calls, even when unsolicited, are often expected during business hours in B2B. These calls often include requests for presentations or a casual drop in at the office to deliver some materials for future reference. These are all part of the job.
However, for B2C clients, unsolicited calls are often viewed as an invasion of their privacy. This is why B2C marketers rely more on permission marketing techniques to reach out to their audiences.
Ingredient #8: Price
Of course, getting a product or service at a lower cost is great, but in B2B, lowest price guarantee is an expectation, not a bonus. When B2B clients respond, they often have the intention of making a purchase within an allocated budget. It’s all about convincing them of the product or service’s worth.
As for B2C clients, getting the lowest price guarantee is crucial as they are, in essence, spending their own money. Not to mention the fact that there are probably many other competitive offers available.
Ingredient #9: Product knowledge
B2B marketers deal directly with decisions makers who might have follow-up questions or concerns that need to be addressed right away. This means that B2B marketers need to be well-versed in their product knowledge and provide proofs of concept that they know inside and out.
As for B2C marketers, product knowledge is also necessary. However, piquing the customer’s interest is usually enough to get the ball rolling.
Ingredient #10: Interaction
B2C deals with individuals who make the purchase decisions. On the other hand, B2B marketers often face teams within a company, and this involves meeting the demands and specific needs of multiple groups of people that may influence the decision-making process. This kind of interaction is vital in the course of closing a sale, as well as maintaining relationships with B2B clients.
Avoiding B2B Lead Generation Mistakes
Keeping these ingredients in mind will help you avoid mistakes when developing B2B lead generation strategies. While both share the same goal of improving sourcing new customers, the approaches required to address a prospect’s needs are different.
There is no hard-and-fast rule to maximize your conversion rates so knowing as much as possible about a particular prospect will help you better choose your tactics and shape your lead generation initiatives.
“B2B lead generation is easy.” Said no one ever, right?
If you’ve ever tried to increase sales using B2B lead generation strategies, you know it’s tough 💆
Like swimming without your hands or your feet tough. Or being asked to solve the Diophantine Equation when you barely passed Algebra tough. Basically, B2B sales leads are no walk in the park.
What is B2B lead generation?
B2B lead generation is short for business-to-business lead generation, which describes businesses that primarily sell to other businesses.
The journey of a thousand miles begins with a single step. And in a typical marketing strategy, marketing funnel or sales process, B2B lead generation is that step.
Lead gen involves collecting a potential customer’s information — such as name, email, company name, and job title — and using that information to target them with customized sales pitches or ad campaigns.
B2B is different from business-to-consumer (B2C) lead generation, where products and services are sold directly to consumers.
B2C and B2B businesses also find leads in different places — which means if you’re trying to find potential customers with the same strategies as a B2C e company, you’re going to fail.
According to Hubspot, the three companies are SEO (16%), email marketing (13%), and social media (14%).
B2C, on the other hand, gets more leads from traditional advertising, social media, and email.
Step 1: Find B2B sales leads
The first step in most B2B lead generation strategies is finding the contact information of potential buyers. (Luckily, that’s what we’re covering 😏)
Contact information is often sourced in-house, generated by a third-party “lead gen” company, or bought from a lead database (not advisable for B2B lead generation).
Step 2: Reaching out to leads
With a list of (hopefully) high-quality leads, reps reach out to leads through cold outreach, social media, or by replying to inquiries.
Step 3: Qualifying & prospecting high-quality leads
While interacting with leads, reps measure how likely leads are to buy.
They’ll do this by gauging the stage leads are at during the buying process. These stages include:
1. Research & awareness: The prospective customer is aware of a solution they need or problem they face, and they begin to learn more about it.
The awareness stage is where they’ll consume content like blogs, whitepapers, and case studies.
2. Consideration: The lead knows the exact service/product that’s needed. They’ll detail their specific needs before researching and “opening up” to vendors.
3. Decision: Filtering through vendors that best suit their needs, the buyer will have multiple meetings and check-in with other decision-makers to complete a purchase.
Depending on what stage a lead is at, reps will initiate nurturing campaigns or focus on getting the prospect to book a call or demo.
Step 4: Close leads by making a sale
Success! After multiple meetings with different vendors, the prospect picks you, and the deal is done. They’ll now be transferred to customer success for onboarding. Woot!
B2B lead generation strategies that actually work in 2023
The key to B2B lead generation strategies: Find what works for you
Generating B2B leads and increasing sales is challenging, but it’s not impossible.
It’s easy to get tangled in the web of different lead generation tactics and strategies, isn’t it? You’re often grappling questions like:
👉 What’s the best B2B lead generation strategy?
👉 Will this tactic actually increase sales?
👉 What will drive the best results?
Overthinking and over-optimizing your lead generation doesn’t drive results.
Instead, speak to your team, shake hands on a few strategies and tactics that you all agree might work, then get busy taking action.
Figure out what works, discard what doesn’t, and increase sales without stressing over missed opportunities.
Instead, find out:
👉 Where your buyers hang out.
👉 Who they turn to for research.
👉 How they make purchase decisions.
👉 What their biggest concerns are.
This information will help you zero in on the B2B lead generations strategies that work for you — and your customers.
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