Lead Generation Tips – Think Twice About B2B/B2C Labels
In lead generation, the line between B2B and B2C is conveniently clear most of the time. However, there will be moments when a new product that suddenly (and chaotically) blurs the line between the two. If your own software is such a product, it might feel like the very core of your company has just denied you the benefits of a well-defined lead generation strategy.
Draw The Line Again To Get Lead Generation Back On Track
Every lead generation strategy requires an accurate definition of your target B2B leads. So when your product somehow blurs the line between B2C and B2B the solution is actually simple: draw it again.
But of course, one must first ask exactly how a software application can blur that line in the first place. A good example of such a product are games targeting the office worker niche. Blurring the B2C-B2B line is not only possible but very easy when its respective lead generation strategy is targeting works and managers alike as potential players. It gets even more blurred if the purpose of the game actually has some sort of connection to the work of the target demographic.
So where in all this can you determine whether you are running a B2C or B2B lead generation campaign?
Knowing business from pleasure – First, you can start with something even more basic: the difference between business and pleasure. Perhaps what will make this challenging for many lead generation services is the fact that office games can be pleasurable and business-oriented at the same time. Still, this distinction will be the beginning point of drawing the line.
Nailing your product's intended purpose – Another fact about lead generation is establishing an image. Here, you need to decide whether you are marketing something that is meant to improve a business or is simply something to help workers pass the time. Again, both can seem interrelated but you need to know where your product's focus is at to avoid misunderstanding.
Understanding prospect's priority – Whether it is business or pleasure, you need to present the side of your product that ranks a high priority for your prospect. For example, your lead generation campaign can market a business-oriented image to a prospect keen on using your game as an actual form of training. (Gamification is a rising trend in today's business IT industry.)
Never get too comfortable when something is always so conveniently defined. Consider it another reason why a good lead generation strategies is geared towards minimized assumptions before attempting a sell. When the B2B-B2C line has been blurred for your software sales leads, avoid just standing there and redraw it yourself!