Nowadays, digital marketing has to be tailored to each unique business and industry. A campaign that works for one business may not necessarily work for the other. That’s why lead generation for B2B campaigns should have different aspects than that of B2C campaigns. Let’s take a look at what we mean. The sales cycle Appealing to businesses can be more complex than appealing to consumers, in that more points of contact and information are usually required. This tends to make the sales cycle longer for B2B lead generation, where businesses need that extra push to commit to expensive or important contracts. Finding your audience Businesses and individuals hang out in different places on social media. This influences where your lead generation efforts should be focused; think LinkedIn for B2B and Facebook for B2C as a general rule, though this isn’t always what’s best.