[guide] Lead generation playbook

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.