We often discuss gathering leads from the perspective of a business attracting individual customers. However, the other side of the coin is that businesses can also be in the business of serving other businesses.
Businesses often create products and services with a focus on providing a solution to other companies.
This can be a SaaS product for business organization and efficiency. Or in our case, at Sud, providing marketing services to startups and small businesses to support their business growth.
Is There a Difference with B2B Lead Generation?
You may be asking, okay, so is there a difference in business-to-business (B2B) lead generation over the business-to-customer (B2C)? Well, the answer to that is yes and no. However, when it comes to lead generation within any organization or industry, there is a foundation that most sales and marketing teams will follow.
These considerations are fundamental to the success of your campaigns and lead generation efforts. They allow any marketing and sales team to develop a complete view of how they will achieve a positive flow of leads into the funnel to a final sale.
The Foundation of Lead Generation:
Outline your goals
Understand your business and target audience
Build a strategy
Measure your results
Each of these is important for solid lead generation campaigns and can aid in understanding how to structure and strategize to get the best results for your business.
The Differences are in the Details
While the foundation of lead generation takes on the same face any way you slice it, the fundamental differences will come down to the nitty-gritty. What do we mean by that? Well, your lead generation strategy and goals will come down to whom you want to reach and the best approaches for your outreach.
As a business targeting other businesses, your voice may be faced more toward the leaders, managers, and key decision-makers. If you are in the market of B2B sales, then you understand that the audience you want to reach will be those who are able to make the final decision in purchasing your product or service.
The Way You Strategized Will Differ
Blogging, social media, paid search, and SEO are all phrases you will hear as your team begins to consider the channels needed to connect with your audience. And while those are important to your efforts, it's essential as a business to know which is best for your situation.
For example, social media is undoubtedly the most important channel any company can use to reach the masses. However, as a B2B company, you may find that not all social media platforms will work in your favor.
While we love Instagram and TikTok, as a company, using LinkedIn would make more sense as that platform is geared toward business owners and professionals. The goal in lead generation is to be where your potential customers are.
A Shift in Viewpoint
You'll analyze the buyer's journey from the perspective of a business owner who will consider how your product will benefit their business operations, cost, need, and value. Moreover, through your lead generation efforts, you will be displaying the value of your product or service from a business owner's standpoint.
In this way, you can understand the thought process of your audience, their questions or concerns and then address them in different ways, such as creating blog content or running an email campaign.
Ready to Bring More Leads to Your Funnel?
B2B lead generation is needed to bring potential sales closer to the finish line. By taking a proactive approach to obtaining quality leads, you gain better insight into how your audience perceives your company and the value it can bring to the customer’s business.
Our company understands this concept and the need to reach the right audience through effective marketing efforts. We focus on increasing leads and exposure for companies by creating a strategy tailored to the goals of their business. We're available to assist you with your lead generation needs! Contact us to assess how we can bring more quality leads to your sales funnel!