Why is Lead Generation in B2B Different from B2C?

B2B lead generation is a challenging and complex process that differs from the more straightforward world of B2C. This is especially true in sectors such as business services and industry, where customer needs and expectations require a specific approach. This article explores why B2B lead generation is so unique and why the difference with B2C is so significant. We delve into key elements such as extended buying cycles, the crucial importance of trust and credibility, and the necessity of multiple touchpoints with potential customers.

B2B Lead Generation Works Differently Than B2C

In the world of everyday products and services, or B2C, finding customers is a bit like fishing with a trawl net: you cast your net as wide as possible and hope for the best. Miss a few fish? No problem, there are plenty in the sea. You target everyone and hope a few people bite.

With B2B, it’s different. Imagine fishing in a small pond where every fish has a name and you almost know them personally. You have fewer chances, but each chance counts enormously. So you not only need to know where the fish swim but also what their favorite snack is. One mistake, and you could scare away an important fish forever. In the B2B world, where customers are not easy to come by, that is a risk companies simply cannot afford.

And that calls for a different approach.

Lead Generation Based on the Buying Cycle

In the B2B world, especially in sectors such as business services and industry, buying is often a true group decision. You’re not dealing with just one decision-maker; no, you get a whole committee of people with their own demands and questions. Think of the finance department wanting to know everything about costs, the technical people who want to understand the ins and outs of your product, and of course the management keeping an eye on the big picture. It’s a bit like performing for a very diverse audience: you have to engage and convince everyone.

Then there’s the fact that you don’t just pick a ready-made product off the shelf. No, what you offer often needs to be specially tailored to the company you’re selling to. That means not only knowing how your own product works but also understanding how it fits within your client’s broader business operations. And because such a buying process takes longer, you also need more time to explain everything, adjust, and consult again. It’s really a matter of endurance and a considerable amount of customization.

To effectively respond to the extended buying cycle that is standard in B2B, you first need to understand how it works, and then provide the right information at every point during this customer journey to bring your brand to attention. That means you can already start generating B2B leads when the customer is looking for information, but your offer should not aim to close a sale at that stage. No, for example, offer a whitepaper or newsletter that allows the potential customer to gather the right information. This way, you ensure your brand builds trust and makes the shortlist when the purchase decision actually needs to be made.

Trust

In the B2B sector, especially in fields like business services and industry, building trust is not a ‘nice-to-have’; it is an absolute necessity. These sectors tend to be more conservative and risk-averse because the decisions made here often have huge impacts on the company. Mistakes can be costly, both in terms of money and reputation. That’s why winning trust has become a kind of ‘currency’ in the lead generation process.

But how do you build that trust? It certainly starts with a good product or service, but that’s just the starting point. In these sectors, customers want more. They want you to understand their business, know the challenges they face, and come with expert advice to tackle them. And not only that, they want proof that your solution really works. That’s why things like customer testimonials, case studies, and evidence of past successes are so important. These are the ‘references’ that give your customer the comfort to do business with you. Your added value is then measured not only by what you sell but also by what you contribute in terms of expertise, insight, and reliable results.

B2B Lead Generation Approach

Want to get started with B2B lead generation? It might be a good idea to approach a specialized party for this. Merkelijkheid has been working for B2B clients for 12 years and has extensive experience in building and running lead generation campaigns. On our dedicated lead generation page, you’ll find more information and even extensive client cases to help you determine what success looks like for your B2B brand.