Skip links

Why is lead generation in B2B so complex? And how do you deal with it?

Are sales complaining to you because the leads are not good? Not crazy, because it is increasingly difficult to get a face-to-face appointment. Lead generation in B2B has changed quite a bit in recent years. It's up to you as a marketer to capitalize on these developments and make sure your pipeline stays full of quality leads.

So in this blog, I answer the question: why is B2B lead generation so complex and what should you do with it as a marketer?

Wouter Theijsmeijer

Wouter Theijsmeijer

Entrepreneur and marketing expert

"Start in time, or else with the disappearance of cookies, you won't be able to reach your target audience."

What developments are affecting lead generation in B2B?

To know what you can do to boost your lead generation, let's first look at the key developments in B2B lead generation. Here it comes...

  1. Shift from in-person to digital. Only 17% of the buyer journey is spent today in direct contact with someone from sales. The buyer spends their time primarily gathering knowledge about the purchase online. Then we no longer need to tell you to be visible there, right?
  1. B2B buyer is increasingly becoming a B2C consumer. Your customer also shops privately on or Amazon, and he expects the same level of convenience and service when making a business purchase. So it's up to you to make it as easy as possible for him to find all the information he needs!
  2. The importance of first party data is growing. Starting next year, third party cookies will disappear. That means you have to get to work now with your first party data! Otherwise you will no longer be able to reach your target group.

B2B lead generation - the buyer journey according to Gartner

New ways to fuel lead generation in B2B

Ok, so you're dealing with a whole new way of lead generation in B2B. How do you align your marketing strategy with this new way of orienting so that you have a continuous flow of B2B leads? That you have to have a digital and omnichannel presence is obvious. But how? And how do you make sure you spend your advertising budget where your customer is present?
For this, you need to have at least the following 3 things in place:

"First-party data is invaluable for maximizing your lead generation."

1. First party data.

First party data gives you insight into who your (potential) customers are. This data is invaluable for maximizing your lead generation in B2B. For example, compare who is coming to your website with your customer base, and does this match? Are very different people coming to your website than who you want to attract? Then you need to tighten up your targeting or advertising!

First party data also helps you communicate with your prospect in a personalized way at your convenience. Whether that's via web, app, email. The result: a more effective message and a more positive customer experience.

But don't forget the role of first-party data in advertising. With good lookalike profiles based on that data, you can target advertising within the channels relevant to you. Moreover, Google's AI also learns from this. Your Google ads campaigns work even better if you feed them with first party data.

As far as I am concerned, first-party data is therefore a rock-solid prerequisite for optimal digital advertising campaigns.

2. Digital advertising

With digital advertising, you attract attention. In the places where your customer is present. The big advantage of digital advertising is that you can determine yourself where you are visible. But beware, without a good plan this can quickly become an expensive affair, without the desired result. However, new techniques give you good insight into the needs of your (potential) client. What kind of texts work and which don't? What kind of ads convert best? Etc. Learn and optimize!
In an omnichannel world, it is important to be present at multiple points in the buyer journey. Are you getting into funnel marketing in B2B? Then it is a must to continuously fill the funnel from the top down with strong ad campaigns - for example, on YouTube, a highly relevant channel for branding in B2B that is often overlooked. Or do you opt for account-based marketing? Then LinkedIn has a central role in this in B2B lead generation.

"With marketing automation, you warm up leads to convert more easily."

3. Marketing automation

Marketing automation is then a useful tool for converting your leads. With marketing automation, you help your sales colleagues to nurture leads during the process, without having to keep making follow-up calls. Among many other benefits, marketing automation allows you to send your potential customer personalized messages about what they need at that moment. Think product information, an appointment, a reminder, etc. Marketing automation also helps you collect that oh-so-important first-party data! If you use this data well, you can increase your conversion even further.

Make online marketing work for you

Our field is becoming increasingly complex and challenging as the B2B landscape becomes more and more fragmented and buyer behavior changes. But if you use the opportunities offered by online marketing, then you will turn developments in B2B lead generation to your advantage. If you then also make use of technological platforms such as CDPs, then you will make it completely easy for yourself! But more on that in a future blog.

In any case, it's a missed opportunity to stick to your old habits. Of course, you can explore the world of digital advertising and marketing automation on your own, but with a little help it will go a little faster. Especially with someone who knows from experience how to generate leads with digital advertising and marketing automation.

Would you like us to think with you? Send me a message. Then together we'll move at lightning speed toward your goal.