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Published on Wednesday 25th of May 2016



B2B Lead Generation vs. Lead Nurturing - Explained


Attract new clients

Develop a strong, successful marketing strategy by combining lead generation and nurturing

Acquiring new B2B customers is an exciting but challenging process. As you know, demand creation does not happen overnight. Businesses must pinpoint - and analyze - their target market. They must develop an effective marketing strategy. Then, they need to engage with prospects and convert as many as possible into sales. To increase your conversion rate, you must first understand the roles of both B2B lead generation and lead nurturing.

Lead Generation and Lead Nurturing Defined

Lead generation is the process of attracting and converting prospects who show initial interest. Meanwhile, lead nurturing consists of building relationships with potential clients. They might not be ready to buy your solution, but they could be in the future. This is sometimes called drip marketing.

Lead nurturing serves to increase a prospect’s knowledge and shape his or her perception of a specific solution. Simply put, lead nurturing serves to build trust between your company and the prospect. That way, prospects are more likely to choose your solution when comes time to decide.

Lead Generation Versus Lead Nurturing

We’ve set up a table outlining the difference between these B2B marketing strategies. Lead generation serves to help your sales team find new prospects. This type of generic campaign will help you identify initial interest in your product/service.

Meanwhile, lead nurturing has a different goal: to turn prospects into clients. With this type of marketing tactic, you’re in it for the long haul. You will build a relationship with your prospects throughout the buying cycle. You’ll be creating customized campaigns tailored to their needs.


Criteria

Lead Generation

Lead Nurturing

Goal

To find new prospects

To convert a prospect into a client

Timeline

Until you identify initial interest

Throughout the buying cycle

Campaign Type

Generic

Custom

Message

Direct

Indirect

Source: Direct Objective Consulting

In short, B2B lead generation and lead nurturing are two sides of the same coin. These aspects of B2B marketing complement each other. When performed well, together, they will help you generate more conversions.

Do you need help setting up lead generation or lead nurturing campaigns? Would you like to find out about these B2B marketing strategies? Contact us today!

CATEGORIES:

B2B Lead Generation    Lead Nurturing Client Acquisition    B2B Marketing Strategies