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Common Questions and Answers
The luxury that a marketer may have if he’s in the Business-to-Consumer (B2C) industry is that he can just pour in the right ingredients into the mix and the product will practically cook itself. That is not to demean their efforts, which are for sure very intensive, but the fact that their audience is the general buying public makes it largely easier for them to perform marketing.
In Business-to-Business (B2B) lead generation, however, buyers’ interests are not easily gained by preppy, bourgeois-esque publicity. The B2B audience is more or less “experts” in the field they are in, and they generally have the tendency to rationalize their purchases by learning about the product or service. That in turn makes it a little bit more complicated for B2B marketers to evaluate the well-being of their marketing campaigns. It’s more than just asking “Are people buying our products ?” but it entails a lot more concerns to consider:
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