Although the potential benefits that result from successful B2B lead generation may be great, indeed it is a challenge to sail through. Navigating through the intricacies of the B2B landscape may quite often be overwhelming and, thus, businesses quite often grapple with a variety of obstacles in their way of accomplishing lead generation.

The key challenge usually involves accurately identifying and reaching the real decision-makers in the target organizations. Most B2B buyers are highly specialized professionals, having very industry-specific needs and decisioning processes. To conduct business, one has to commit time and resources to truly understand their target audience, their pain points, and who will influence the decisions at the key levels of their organizations.

Other frequent challenges include the longer sales cycle in the B2B market. While in the consumer market there is more impulsive buying, buyers in the B2B market are usually more deliberate and take a lot more time to arrive at a decision. Businesses should, therefore, be patient to nurture the lead by ensuring that potential customers receive information, resources, and support to make better decisions.

Furthermore, the increase in the complexity of the digital landscape encumbered the process of B2B lead generation even more. Each business has to manage a wide variety of marketing channels, such as social media, email, content marketing, and search engine optimization, to capture the attention of the target audience. Many organizations face a great challenge in trying to keep up with the ever-changing face of the digital world and adapting their strategies to this.