Lead generation and marketing are closely knit. In fact, it can be said that businesses nowadays do marketing to generate leads. For IT companies, however, marketing and lead generation can be two different things. Why? That is because IT firms that mainly cater to the needs of other businesses will not much benefit from creating attractive marketing messages that are normally reserved for the likes if marketing to general consumers.
The question we should start asking now is why do IT companies fail in doing B2B lead generation? Well, there are a lot of possible reasons as to why an IT firm is not able to effectively generate the IT sales leads they need. It can even be said that they may have an inexperienced team of marketers and lead generators in their employ as to why they aren’t doing as well as they would have hoped to be in getting more leads.
As said above, there are quite a number of possible reasons as to why some IT companies fail at conducting effective IT sales lead generation campaigns. Here are a few possible reasons as to why that may be happening:
Failing to take advantage of strengths & weaknesses.
Every company has its strengths and weaknesses; no single company is perfect and even the big names we have in the world today have them. One of the possible reasons as to why some IT firms are not able to achieve effective lead generation campaigns may be because they fail to take advantage of their own strengths and to do something with weaknesses.
What is your IT company’s strong point? Is it the service or product that you offer to your clients? What is your weakness? Maybe your weakness is that you are unable to effectively communicate your message to your prospects. Once you are able to identify what your strengths and weaknesses are you will then be able to craft better lead generation tactics for your business.
Failing to realize competitive threats.
We cannot deny that you have a lot of competition. Of course, you are an IT company. There is an ocean of companies hunting for warm web hosting leads, IT outsourcing leads, IT consulting leads, cloud computing leads or software leads. One of the biggest competitive threats you face is usually those brands that have already become household names, not to mention all of the other firms that share a similar business plan and products to yours.
Your lead generation approach should take into account your competitive threats. What is your competition using to generate leads? If they are highly successful in generating IT sales leads, then you must not fail to realize that this becomes a threat to your business. However, just because they are a threat does not mean that you cannot learn from what they are doing and apply it in your own way.
Neglecting investment in outsourcing.
Sometimes we all need a little help in doing what it is we do, and in this case that would be lead generation. One reason as to why an IT company fails in B2B lead generation may be that they neglect investing into outsourcing.
Many businesses see the value that hiring a third party company brings to their lead generation campaigns. Many businesses also readily admit to themselves that they just don’t do well in having their own in-house staff do lead generation. As such, they do not neglect the idea that outsourcing can help them solve their current issues with acquiring more leads.
IT companies need effective lead generation tactics and need to have a steady flow of incoming IT sales leads to help them survive in a competitive world. Let these reasons serve as a reminder to you in helping you understand why your lead generation may not be working.