B2C and B2B lead generation- Know the difference

Attracting website visitors and converting them successfully into customers is one of the biggest challenges. Still, the task can become easier with a perfect lead-generation strategy. Interestingly, this strategy may be slightly different for B2B and B2C companies. The common goal is to attract high-quality leads. But you should know how B2C and B2B lead generation campaigns are different from each other.  

The primary concept is that B2C companies serve individual consumers, while B2B organizations target corporations and business enterprises. Lead generation professionals have to focus on this concept while running the campaign. B2B companies need to build a relationship with other brands; thus, their requirements are slightly different. 

B2C and B2B lead generation differences

Differences in the length of the sales cycle

A highly elaborate investment is needed for B2B lead generation. Contracts with another business are bigger than deals with consumers. Moreover, B2B clients need a lot of resources and time for a purchase. That is why their sales cycle is longer for these companies. On the contrary, B2C sales cycles are shorter and do not involve a big investment.  

The target group of B2B and B2C companies

In the case of B2C, it is obvious that the end users are the consumers buying your services and products. On the contrary, B2B companies target those who play an important role in the decision-making process.

Thus, the customer of your B2B agency is another company behind which there are real consumers. You should focus on those who purchase your services and products.

You can also notice a difference in the target group size. In the case of B2C, the target group is larger when compared to the B2B world.

What content do you need?

As a B2B lead generation specialist, you must direct your communications to those who make the major purchase decision. Your target audience may have a large budget for the deal. It is essential to make a personalized approach to gain the trust needed for making a business decision.

Moreover, you have to mention the USPs of your products and services. It enables decision-makers to understand that your products can solve their challenges. Informative content with case studies, white papers, and infographics is highly valuable to B2B clients. Your potential clients like to understand your products and services before making a contract with you.

Moreover, your B2B clients are highly authoritative persons in the relevant field, and they anticipate respect from your side. Make sure that you provide accurate, detailed, and valuable content.

Let us now talk about B2C content. You can find more ways to play with the content. Based on the target group of the audience, you may use personal messages and promotions. However, your content must be original and precise.

The content produced for B2C companies should be engaging, though there is no need to make it formal. You can also use infographics and videos as a type of content. Engage your target readers with the desired content.  

Using social media for lead generation

One of the major channels for lead generation is social media. However, your target audience uses different social platforms for communication. LinkedIn is the most commonly chosen social networking platform for B2B companies. This platform enables you to start a direct interaction with the decision-makers. You can also build valuable connections and find good lead generation opportunities.

LinkedIn is a hub of CEOs, founders, co-founders, and other professionals. Still, you may use other channels to find your target audience in the B2B domain. 

But, B2C companies can find several options while using social media to generate leads. Facebook, Instagram, and Twitter are the best attractions for their customers. Professional B2C marketers use these platforms for advertising their businesses and promoting content.

How do the companies sell products?

Trust is the biggest factor in the B2B world. Your professional relationship with a different company enables you to sell your services and products. B2B clients like to know you personally before making an agreement.

However, the quality of products and competitive pricing are the major factors when buying B2C services and products. Your B2C consumers do not know your representatives and make buying decisions based on other factors. 

Challenges and goals

Both B2C and B2B lead generation tactics result in a successful sale. But, there is a slight difference in their goals. The B2C market is highly saturated, and it is not always easy to draw customers’ attention.

Regarding B2B, we have already said that personal relationships and trust are the biggest factors in lead generation campaigns. Your brand recognition plays an important role in generating leads and sales.

Summing up the differences

  • Customer relationships– B2C marketing campaigns focus more on transactions, whereas B2B marketing targets personal relationship development. 
  • Branding– Professionals engaged in B2B marketing pay attention to the way of positioning your brand. But, B2C marketing gives more importance to messaging.
  • Audience targeting– B2B marketers look for a niche to target their audience. But, B2C companies run funnel-focused marketing.  
  • Ad copy- B2C businesses maintain a relatable voice to attract customers to their ads. They use clear and comprehensible language and speak mainly in the customer’s voice. Industry jargon is complicated for their target customers. However, the target clients of B2B organizations are familiar with the industry-related terms. 


You may have now understood the major difference between B2C and B2B lead generation campaigns. Target the end-users for your B2C marketing solutions. But, for B2B marketing, you have to connect with decision-makers to achieve your goalsYou can make your campaign successful by focusing on minute details of the lead generation process. While attracting leads for your remarketing campaign, you should focus on these differences. You can use the automated marketing software Capture to run the remarketing program. It lets you integrate a number of third-party tools for effective marketing. It is a patented application used for automated remarketing solutions.