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In the world of B2B marketing, the race is often for the largest number of leads. But what if we told you that adding a bit of ‘friction’ to the process might be the very thing you need? Like rubbing two sticks together to produce fire, introducing the right amount of resistance in your campaigns can light up results in unexpected ways.

The platforms of Google and Facebook are familiar arenas for many, but for B2B clients – especially larger ones – the stakes and the strategies need to be different. Here’s why creating friction can make a difference:


  1. Lead Qualification: Depth Over Width

Everyone wants leads. But for B2B, especially for larger clients, not all leads are equal. A common challenge is the deluge of leads that just don’t convert. They might not have the budget, decision-making power, or even genuine interest.

By introducing strategic points of friction – be it in the form of detailed forms, pointed questions, or qualification criteria – you sieve out the time-wasters. The leads you do acquire have jumped through hoops, signifying higher interest and a greater likelihood to convert.

  1. Positioning as Thought Leaders

By asking nuanced and industry-specific questions in your ads or lead-gen forms, you do two things:

Showcase Expertise: By asking the right questions, you show prospects that you deeply understand their industry, challenges, and needs. This not only positions you as experts but also builds trust.

Gather Rich Data: The responses to these questions can give insights beyond the immediate campaign. This data can inform product development, sales strategies, or even new marketing angles.

  1. Setting Expectations

Friction inherently sets an expectation. It tells your potential clients that you value quality, depth, and a good fit over a mere transactional relationship. This can attract companies that share similar values, leading to more meaningful and lasting partnerships.

  1. Optimising Ad Spend

Google and Facebook’s advertising platforms thrive on relevance. When your campaigns are tailored to engage more deeply with a select group, instead of a broad net approach, you increase relevance. This can result in better ad placements, lower CPCs, and higher ROIs. You’re not just shooting in the dark; you’re precision targeting.

  1. Improved Sales Alignment

Sales teams love qualified leads. By introducing friction points, marketing ensures that the leads handed to sales are warmed up, informed, and have a genuine interest. This can shorten sales cycles, increase conversion rates, and foster better alignment between marketing and sales.

In a world where speed often trumps depth, introducing friction might seem counter-intuitive. At CCS, when we use it to target large clients on platforms like Google and Facebook, it’s a game-changer. Just as fire was a turning point in human evolution, the right kind of friction can ignite your B2B performance media strategy, leading to more valuable engagements, deeper connections, and better returns on your ad spend. So, don’t fear the friction; harness it. 

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