Falling Behind In Lead Generation? The Simplest Concepts Can Speed You Up!

If you think your lead generation campaign is falling behind because you are missing out on some fancy, new marketing trend, you need to define what you mean by ‘new’.

You see while it is true that new technology opens up the possibilities of new marketing channels, the basic concepts of what you do on those channels remains to be the same. More than that, they remain to be simple.

How Are B2B Leads Still Generated Using These Same Old Concepts?

To demonstrate, read this article from FastCompany first:

“If you haven’t noticed, it’s a new world today for B2B marketers who have no choice but to reinvent themselves and their organizations. That was the resounding theme of a recent BMA (Business Marketing Association )-NYC event titled Transformation: Now & Next Event, a jam-packed, high-energy conference that in itself demonstrated the new vibrancy in B2B marketing.”

If you look at the four steps suggested however, you will find them to be remarkably compact and not always as complicated as the label B2B often implies:

• “Focus on the customer” – Is this really news? In fact, even the article is admitting that this concept is cliché. But cliché it might be, it is still a universal truth. And yes, sometimes just because you are the expert, it tends to give license to arrogance. For example, if you were in financial consulting, you tend to uncharitably insist that you know better. Do not underestimate your customer when you are qualifying your financial planning leads.

• “Move from promotion to education” – This is actually not as new as it sounds (especially when you provide a service like financial planning). Your knowledge is your biggest selling point so it is pretty obvious that you have plenty that can attract a prospect’s attention. All you need to do keep at it by expanding to new mediums. Use a blog and be an outlet for the latest updates that is always where the customers are at. Too much focus on promotion has never been a good idea (especially when it causes you to be careless with what you pitch.)

Related Content: In Telemarketing, Be Careful With What You Pitch!

• “Redefine the definition of expert” – This is where it gets real challenging but again, it is nothing new. Even before, people always learned the consequences of putting too much faith in a label. Make sure the knowledge you share is indeed very valuable (even if you do not want to give everything away). It should also call you to be more sensitive about your audience. Your sales lead generation strategy should focus on actually living up to your title. And like any expert, your goal is not just to make money with your service but also help others grow from it.

Related Content: Growing Your Sales Leads Means Growing Other Businesses

• “Connect emotionally with your advertising” – You may not do advertising but you still need to make that emotional connection. And by ’emotional’, it does not really mean feelings. It means you have to really tug at what is relevant to your market. What you use hardly matters so long as you focus on making that connection.

So are these steps really anything new? No. You do not generate sales leads by constantly looking for the latest complex solution but just focus on basic principles of focusing on the customer and being a great service.