You’ve already read about how sales lead generation isn’t a magic bullet to overnight fame and high sales. This isn’t about that.
It’s about how the best sales lead generation strategies don’t start out by strutting your brand like King Arthur strutted about in the Monty Python movie. On a more serious note, the so-called ‘King of the Britons’ parallels the behavior of many other organizations who are too comfortable with past marketing success that they think everyone knows them.
If you want another example, look at Guardians of the Galaxy. One trailer famously starts out with Star Lord boldly introducing himself… and mean old Korath just goes, “Who?”
It doesn’t take a rocket scientist to see how embarrassing a situation like that can be for a marketer. But more importantly, it’s one that can really derail an otherwise successful campaign. Here’s another example. Say you’re an SEO marketer
The good news is that there are many tell-tale signs that you’re on a collision course with it:
- Sign #1: You don’t know this industry – You are unfamiliar with the new target market. On what basis do you think the prospects will recognize you despite that? So as a general rule of thumb, use your lead generation resources to start small and learn more first.
- Sign #2: You haven’t done much in the space – One more reason why marketing to current customers is less expensive is that you’ve already done something for them. They have real customer experiences to put trust. It’s not the case with entirely new customers. You need to work in spite of having a little less backing.
- Sign #3: They do things differently. – Finally, sometimes what worked for your previous client may not work for your new one. That’s what market research is supposed to help you with, get familiar with prospect organizations who have a different way of doing things.
There are many forces in today’s marketing that really emphasize messages that are relevant to a target audience. It’s like an SEO marketer who focused too much general web rankings and not considering local searches (something which Google itself just dealt with via its new Pigeon algorithm). You can be known far and wide only in some kingdoms but not all. So before strutting like a king, make sure everybody already knows you’re the one they voted for.