Not just for B2B, up your brand awareness and start selling more stuff with lead generation for B2C.

Hey everybody, did you know that lead generation is not just for B2B? That’s right! While typically discussed over catered deli food by the suited up B2B marketers, it doesn’t have to be reserved as a strategy to keep inbound B2B sales teams busy – lead generation strategy can also be a huge B2C revenue driver.

What is lead generation and why is it typically for B2B?

Lead generation refers to creating a database of leads through marketing efforts in order to generate more revenue for your business. Lead generation is a beautiful partnership between sales and marketing, and developing a strong strategy can greatly impact your sales success and business revenue.

Because B2B sales typically have a long sales cycle, lead generation is an important B2B strategy for capturing potential clients’ attention, understanding where they may be in the buying process, and passing them through a lead nurture program until they are sales-ready.

The B2B Buyer’s Journey

Lead generation strategy mostly focuses on the first 2 phases of the buyer’s journey – generating awareness among a target audience and encouraging opt-ins among interested qualified leads. After leads are generated, a lead nurture program helps leads gather the information they need as they are considering a purchase. Then, the sales team typically handles the final stages of the journey.

As you’ve probably already pinpointed, B2C sales cycles tend to be much shorter than the B2B process shown above. Because of an often expedited “consideration”-type process, marketing strategies for B2C tend to focus on generating awareness for offers that encourage quick purchases, and removing barriers in the purchasing process.

But by focusing strategies only on the quick B2C sale, you may be missing out on a whole category of potential buyers who are just somewhere else in their journey. By reaching audiences across the buyer’s journey, you can become a trusted resource for information. And why does it matter if people read your resources? Allow us to explain…

Lead Generation for B2C – a solution sales spin

Solution sales. There is a reason why the famous “sell me this pen” sales tactic is so successful. To sell anything, you must first understand your buyer – their needs, their pains, their preferences… only when you understand your buyer can you provide a solution.

If we take a solution sales type of approach to marketing, then shouldn’t all marketing serve to provide personalized solutions for your audience? In marketing, the solution won’t always be a direct sales pitch of your product, because if you truly know your audience, you also know where they are in their buying journey.

If they are just browsing or researching, and they’re not ready to buy, then you shouldn’t be pitching a sale.

Instead, focus on capturing potential buyers as leads early in their buying process, and nurture them with solution content until they are ready to buy.

The best strategy for B2C lead generation? Content marketing strategy mapped to the buyer’s journey. It helps you provide your potential buyers with relevant information at the right time, turning you into a trusted resource and encouraging more purchases on your customers’ terms.

By creating custom content resources and encouraging your audience to opt-in, you take control of the lead nurture process through providing a solution sales approach to marketing.

BONUS * Purina Puppyhood – a great example of B2C content marketing and lead generation

Of course contests and quizzes are a great example of straight-forward B2C lead generation. But because I have 5 pets at home, I gotta focus on one of my favorite brand examples…

Purina’s Puppyhood campaign. When the Purina Puppyhood campaign launched in 2015, it focused on strengthening relationships with customers through personalized content with expert information from the “back of the house”. Veterinarians, dog trainers, and dog nutrition experts all had a hand in creating content for the Puppyhood audience.

Some of the content could be accessed without a registration, but once registered, you could enter in your dog and his specific details. Then, the content was customized for your breed.

“Brands need to be about more than a product,” said Marcus Fong, former brand manager digital communications at Purina. “What we bring to the table is a value-add, expertise and utility.”

About the author

Ginny Torok Duwa is the Managing Director at Kadence Digital. She is dedicated to marketing that makes a difference, and gets excited about quantifiable results. She has a specialization in marketing operations and lead generation.