Lead generation playbook
Strategy & tactics for stimulating, capturing and cultivating new business leads.
An effective lead generation strategy requires
a firm grasp of the market you are in.
Business to Consumer (B2C) markets are often
defined by short buyer journeys, more impulsive
consumer behaviour and a limited amount of
decision makers. Business to Business (B2B)
markets typically have longer sales cycles,
multiple decision makers and influencers, larger
investments and a more rational approach.
In this guide, we will focus on lead generation
in B2B markets.