Lead Generation: Neither B2B Nor B2C, the H2H Era Has Arrived

Actualizado: 1 feb

Lead generation is the creation of a database of potential customers. Sales in the B2B environment are generally more complex, so the availability and analysis of information is a key factor that can make a difference and increase the chances of success.

"As marketers, we have been trained to talk about "business-to-business" (B2B) or "business-to-consumer" (B2C). But instead of creating a simple framework for human-to-human dialogue, it established an unnatural language for marketers, using words like "synergy" and "speeds and feeds" to tell the stories of products and services to their buyers and partners. The point is that companies have no emotion. Products don't have emotion. Humans do. Humans want to feel something. And humans make mistakes". Kramer 2014

Bryan Kramer’s quote states that there is no B2B nor B2C: it's human to human #H2H. Throughout this article we will build on Kramer's new premise. If we want to appeal to the emotional needs of humans in addition to the original need or desire for a product, the concepts of B2B and B2C are only the basis of a much broader idea.

Marketers must evolve their strategies to focus more on building a relevant customer experience for each individual customer. While Kramer's theory sheds light on how to do this through social media, there is no reason why all channels should not be considered.

What are leads in B2B environments?

In B2B environments, leads are companies with the potential to become customers that a company has in its database. They include contact information of the people who make the purchasing decision within those organizations.

When dealing with potential B2B customers, what the company needs is a contact base of those people who can make the purchasing decision. Therefore, Kramer wanted to establish the basis for a new concept, Human to Human, since, at the end of the day, the decision to buy a product or service or solution will always depend on a human being.

Some business-oriented solutions can be very specific. Therefore, your product or service may be suitable for not too many companies, which limits the number of potential customers. However, with a good lead generation work and a good conversion rate, we can greatly improve the performance of the sales teams, and consequently the ROI of Marketing and Sales.

If we follow the thinking that nowadays we do not have to differentiate between B2B and B2C, but that all businesses are H2H, we will have to place special emphasis on a good definition of the buyer persona, who is the one who will make the purchase decision within a company and we will have to have adapted content, optimization tools and be on the necessary platforms to get our message to them in the most effective and influential way.

A very effective way to generate leads in B2B companies is active prospecting. To prospect, you must first evaluate, analyze who your organization wants to sell to, define what the profile of the ideal company would be, and think about why that ideal client might be interested in the solution you are offering.

At IVC we structure and execute the demand generation and sales processes, increasing the efficiency of your sales force. You can outsource the acquisition of new clients, complementing or substituting your sales team (in part or in the entire sales process) with advanced Target Account Selling, Inside Sales and Consultative Selling methodologies.

We control and monitor the performance of the commercial area to ensure the predictability of the revenue streams that feed your new venture.

If you want to build a strategic database for the development of your company's sales team this new year, we can help you!

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