Focus is a lot harder to come by when your brain is tired. It’s harder to make connections, grasp concepts, and ultimately creates regrettable decisions more often than not.
How much worse when that brain represents your entire B2B lead generation process? This process is all about creating and maintaining strong relationships with prospects (even after they convert into customers). That means you’ll need all the talents and manpower necessary for successful B2B marketing. Unfortunately, you can’t always muster enough of these resources at a time. And if marketing’s not even your niche, that’s all the more likely.
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.