Here’s Why You Should Rethink Your B2b Lead Generation Approach

There has been a drastic change that we have seen in the whole marketing industry in the past decade. The marketing team no longer needs to go to the customers but they have to wait for the customer to come to them. Research has shown that the customer is usually more than halfway through their buying process even before they approach the company that is providing the service or the product as most of the research is done online. This is why investing in a good process for B2B lead generation is of the uttermost importance. The ability of a company to build a good B2B brand is usually what will differentiate it from their competition. It is all about being able to cater to the needs of all the different departments of the customer and not miss out on being short listed for the service.

There are five main reasons why now is the best time for you to rethink your B2B Lead Generation approach before it is too late.

    1. It is important to build awareness among all the departments of the targeted companies
      You can no longer afford to have just one department as your target audience. Whether you are selling a service or a product it will have to go through at the least three departments before the purchase is approved. By having wider brand awareness and making sure that the service or product that you are selling appeals to the different ranges of understanding of the different departments that will influence the buy you can give yourself a competitive advantage.


  • Your aim should be to keep your brand at the front of the client’s mind
    The age of the internet has made sure that a buyer is presented with multiple options when they are looking for a service or a product. It is the job of the company that provides this service or product to make sure that they do their best to remain in the customer’s mind for the longest possible time. It is important that you maintain your brand’s awareness and stay engaged with the customer the longest. As the overall journey of the customer has grown longer the B2B lead generation and the demand generation companies have the challenging task of remaining at the forefront of the client’s mind throughout their journey.
  • Now more than ever it is context that matters
    The level to which your customer will be ready to engage and interact with you will directly be related to the context in which your brand will appear. There is a wider gap between the willingness of the customers to engage on the different types of professional and personal social media sites. For example, the customer will be 27% more interested in the brand if the message was received on LinkedIn rather than a more personal form of social media such as Facebook or Twitter.
  • Branding does not necessarily mean broadcasting
    Previously, any kind of branding was always associated with different forms of broadcast media. However, in the quest to reaching out to your customers, you were also more likely to be exposed to people who are not as relevant to your service. With the change in time it is easier to have a more targeted approach with the use of various targeting tools. This way the brand building process is as precise as that of B2B Lead generation. It is also possible to target the prospective customer at the precise time during the process of decision making.
  • Branding makes a considerable contribution to B2B lead generation
    In recent years, it has become increasingly difficult to link the investment that goes into brand awareness with the generation of leads and demands that can be then converted into sales. However, with the help of latest products that help with automation of the marketing process, it is easier to provide the prospective customer content that is able to move from merely showing interest in engagement with the company to lead generation and further to the conversion of the sale. With the help of this, you will also be able to measure the contribution of the brand’s activities and give you the information that is needed to optimize your brand and improve the rate of conversion.


If you are thinking about outsourcing of the B2B Lead generation process Markspace Media is your one stop solution for all of your outsourcing needs.

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