B2B and B2C lead generation have their differences and similarities, but this much is certain: both sides can learn from each other.
They each have the same target in their sights (i.e., sales), which means there are tactics that B2B lead generators use that B2C lead generators can tailor for their own needs, and vice versa.
To see what B2B and B2C marketers can learn from each other, we spoke with experts who shed some helpful light on the topic.
What B2B can learn from B2C
According to Elie Ashery, a principal of RegReady, the B2C side tends to be more open to experimenting and trying out new tactics for lead generation. “For example, B2C marketers lead the charge on adopting social media as a viable lead-generation channel,” he says. “Experimentation and innovation with different channels for B2B marketers could allow for leapfrogging competition with better product positioning.”
On a related note, B2C marketers are also more adept at using channels offering a wider reach, as B2B marketers tend to focus on more targeted approaches. Additionally, the B2C side is proficient at carrying conversations via communication channels that aren’t as personal as, say, phone calls and meetings at trade shows.
In other words, “B2B organizations can effectively cultivate and advance relationships and opportunities with individuals within the organizations they sell to by engaging with them via relationship channels, such as email, to keep conversations moving without being intrusive,” according to Kara Trivunovic, vice president of marketing services at
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