We run B2B lead generation and appointment setting campaigns for organizations exclusive using social media platforms like Linkedin. We’ve seen great results across sectors. For most of our clients, this has now become the most effective lead generation channel.

Our offering is largely industry agnostic. However there are few categories of clients that do not get the desired results from B2B lead generation campaigns. In this post we list down 5 such categories which are likely to receive lukewarm responses in their campaigns.

Bespoke consulting services

Bespoke consulting services present two roadblocks for effective B2B lead generation. The value proposition in such offerings is difficult to articulate in a short message. Moreover it is difficult to differentiate your offering from other similar offerings. Consulting services usually do this on the basis of the profiles of their partners or employees which is harder to achieve in lead generation.

Very early stage companies without established case studies

Established case studies are critical in lead generation campaigns. These provide credibility while doing outreach. Very early stage companies without case studies provide a dual problem; the company itself is unknown to most buyers and there aren’t any reference clients one can use to create credibility.

Alternative channels: Initial sales for early stage startups are usually founder led and driven through offline channels like industry meetups, conferences etc.

Complete greenfield geographies without any physical presence

Campaigns targeting complete greenfield geographies without a physical presence or existing clients present a similar problem. B2B buyers are risk averse. They refrain from engaging with companies which do not have a local presence or clients.

Alternative channels: It is best to sign up 1-2 clients before you begin lead generation in a new geography. These could be extensions of clients from your domestic market or references from them. Having a local person or partner can significantly improve your lead generation process.

Products targeting very small enterprises

We often get interest from organizations targeting small enterprises. These could be restaurants, retail stores, gyms and spas etc. Such prospects behave more like B2C clients than B2B clients. They are often individual decision makers and are not as active on professional networks.

Alternative channels: Popular B2C channels like online spends on social media platforms(eg. FB/ Google etc.) deliver better results in this segment. For larger organizations having a field sales team can increase speed of acquisition.

Generic or commoditized products

Most organizations have a well defined process for buying generic products. These typically include products that are bought frequently and in bulk. Given that a supplier can maintain the requisite quality and a reliable supply, vendors are chosen largely based on price and payment terms. Targeted account based B2B lead generation is an overkill for such products. Senior profiles will simply direct you to the purchasing funnel to follow the process.

Alternative channels: For such products one should focus on registering as a vendor with organizations and diligently follow requirements, tenders being put out. B2B buying platforms or aggregators( indiamart, amazon etc.) are also a good channel for leads for such products.