I am currently consulting a fortune company for their B2B lead generation activity and I am willing to hear from experts who have some past experience in similar engagement.
Very different, fortune companies are enterprise companies. The process is slow and their sales teams are huge. Most of the time, someone on their sales team might not even know the other person on the team. When it comes to lead generation, it depends on the ideal target of the product, but if you're working with other enterprise companies, you'll need to do a lot of work to get around gate keepers and there are a lot of strategies you can apply to do this. Take it slowly and build a strong list. Do your research and use multiple touchpoints.
I used to work for Accenture. They are a consulting driven business. Their Strategy was and is around thought Leadership.
Speaking slots are a favorite methodology. Educating C-Suite is their go to market.
They take a Land and Expand approach. Focus on Quick Wins. Never Touch an account without a coach / favorable influencer.
All of the content is hyper personalized to the clients context and is tailored to amplify customer strengths.
Enterprise companies approach sales for B2B a little different. There's a (1) structure and there's (2) talent. They can scale just because they can but they are also very wary of focusing their resources to the right people.
On the other hand, companies who are at SME stage may need more effort in tapping into different audiences to get a higher chance of closed deals.
However, ABM (account-based marketing) is a good way for both enterprise companies and SMEs to tackle the balance of resources and lead generation. If you need more help in structuring this for your company, you can book a call with me here on Clarify.