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Before getting into the complexities of B2C and B2B, let's have a brief recap of the concept of lead generation. Lead generation is a marketing term, commonly used in Internet fraternity that refers to the generation of interest among the consumers regarding a product or service of a business.
Categorization into B2C and B2B
The understanding of the target market is necessary for any business to strategize and eventually stay afloat. An acquaintance with the needs, tastes and interests of the target market helps an organization to plan accordingly and be able to come up with suitable lead generation. For simplification, the target market can classified among any one of the two large groups
Although, the two classes bear narrow distinction, yet the classification is relevant for the fact that the two require different approaches for lead generation.
Techniques for Lead Generation
In context of Business to Consumers, simple advertising is perhaps the best tool for lead generation. Consumers who look for products and services for personal applications are interested in the same once they encounter the respective and frequent advertisements. If in any way they relate themselves with the product, they are curious to know about it. The basic principle of advertising is AIDCA, i.e. Attention, Interest, Desire, Conviction and Action, come into play for the consumer.
Business to Business is altogether a different ball game, to talk in terms of cricket analogy. The prime requisite for lead generation in this case is specialization and a direct interaction with the target market. Specialization, in this context means that the product or a service for a business firm should be specifically meant for it so as to cater its organizational demands with maximum efficiency.
In the case of B2B, advertising proves to be useless altogether. The reason for this is the target market, which comprises of people busy in running their own business. They, on most of the occasions don't have the time to watch your product in advertisements unlike housewives and children. Here, the lead generation technique seeks a more direct approach such as telemarketing. Telephone proves as one of the most useful tools for a direct interaction, a pre-requisite of B2B.
B2B Lead Generation
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The B2B market relies on very different sales strategies to be successful than the B2C market.
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