If you’ve dealt with any sort of salesperson, you’ll find that there’s a very subtle difference. However, where can B2B marketers chip in so that job doesn’t get too difficult?
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.
Father’s Day doesn’t just celebrate biological ones. They include all father figures whether they’re uncles, grandfathers, teachers, and of course, bosses.
They’re the authority who wears the pants in the family, sets down the drafts of the rules, and traditionally commands the most respect. It can be assumed that plenty of males in senior management position are already fathers so don’t be surprised if they literally get their skills from the home front.
And with Father’s Day, expect gifts to be going around. But while everyone’s getting them golf clubs, evenings out, and gift certificates, how can B2B marketers reward the fatherly men in their prospect lists?
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.