As Halloween is priming the consumer market, retailers themselves are realizing how much of the target market is actually expanding beyond the kiddies and the candy bags. If these retailers are your target market, it’s only natural for you to experience this kind of revelation right alongside them. Never underestimate how consumer sentiment eventually ripples out to impact B2B sales leads.
This points to a much larger reality that businesses are bound to face (especially as their startup days grow further and further away). When target markets change, it’s inevitable ripple effect on everyone in the supply chain.
Without a doubt, B2B marketing is a prime source of revenue. It’s become more than a way for companies to pitch products to potential customers. Whether it is a door-to-door sales or online advertising, it’s a medium of communication.
Yet in the recent years, there’s been a greater demand for unique (and unconventional) marketing campaigns that can attract even more elusive prospects. For example, sometimes the marketing department alone won’t be enough to execute a marketing strategy. Sometimes you bring in even the CEO himself both in terms of advertising as well as casting his life as an industry thought leader.
With all this talk of big data, bigger CRM, and cross-channel automation, you’d think that everyone in the world of B2B marketing and sales is going to look like they work on a S.H.I.E.L.D. helicarrier.
But in truth? In spite of all the tracking, sophisticated security, and big-time data crunching, sometimes it’s still better to go manual when you’re looking for sales leads.
With an age of information comes the race to capitalize it and at the same time, share the benefits of doing so. Yet unfortunately, that’s not usually the picture people have about it these days. Instead, everything from the most harmless lead generation campaigns up to your average government survey is viewed as suspect. “Privacy is dead” cry so many advocates.
Yet because out of fear of offending any such advocates (whether they’re in the telemarketing lists or among blog subscribers), many companies undermine their lead generation efforts.
Like many apex predators, great white sharks are the top of the food chain. They feared by many and threatened only by few. Too many people have already drawn parallels between this and the business world.
But you know what? There’s never really focus on that special ‘few’ until you see the real picture. Among a shark’s many threats, mankind has proven to be the one that can really wipe the species out. Environmental concerns aside, B2B marketers that use a similar concept will find that even the biggest giants have a glaring weakness that make them prone to a specialist.
The printing press of old first made it possible to distribute information to large amounts of people in a shorter period of time. Today that technology holds nothing to the floods of e-mails, reports and other digital messages. Unfortunately, the biology of the human brain still hasn’t evolved to catch up with it. Given that B2B lead generation campaigns use varying forms of information technology, managing it can be a cure for both yourself and prospects.
Information overload is a problem that’s probably most unique to 21st century life. Those who handle it well tend to thrive in an era where the internet is a dominant force in business. Those who don’t suffer problems like paralyzed decision making that snowballs on already poor decisions.
But while many thought leaders have presented their own different cures, they do share common strategies for reducing the load:
Focus on information that provides actual value to business (whether it’s yours or a prospect’s). Set aside information that’s simply nice to know (or worse, not nice at all).
Let quality determine quantity. If you can drive the most essential points with just a few words in an email then don’t strain yourself to put in more.
Ask better questions. Don’t elaborate your problems when it’s much easier to ask what lies at the heart of them first.
Single focus. Multi-tasking isn’t a skill for everyone (especially those prone to losing focus). For the most part, practice focusing on one subject at a time.
Organize and control the information flowing. Separate work-related channels from casual conversations. Simply trying to stay on topic can be enough to save a good deal of time.
Some people rather skim a lot rather than read. It’s only more proof that the average human brain can handle so much information (especially information that’s already been processed ad nauseum).
Then again, there’s really no turning back. Everyone from the top of the C-suite to the cubicle accountant has grown dependent on the volume and the speed to solve their problems. That’s why today’s lead generation services grow more and more with each new innovation in IT. However, the best cure for information overload still comes in the form of skills, not just more tools.
Shakespeare is a very iconic historical character due to his famous literary works that are still celebrated today. Known as one of the most greatest and influential poets in history, you can’t have National Poetry Month without hearing at least one mention of him.
William Shakespeare’s impact on language and communication extends from theatre and literature to present-day films and everyday conversation. Tag lines like “Fight fire with fire” (King John) and “a wild goose chase” (Romeo and Juliet) are attributed to him.
Yet despite the fame, is he a role model for content marketers everywhere? One would think so given that creativity plays a vital role in engaging content. However, the quality of Shakespearean work and that of good marketing can have varying standards: