Ever get tired of the same old critics saying the same old thing about how awful today’s marketing is? Are you weary of hearing how your ads don’t offer anything relevant? Finally, are you sick of how all this criticism reaches to ridiculous levels like political movements and fringe, anti-corporate philosophies?
If you are, it’s high time that you reinvent your sales lead generation strategy. Particularly, turn it into something that mows down those pickets (figuratively of course).
Targeted marketing isn’t really a novel idea. It’s actually been taught for a while and many organizations benefit when they get it right. The sad news is that it’s a typical case of paper versus practice. Knowing the value of finding people who will take a sales-ready interest is totally easy.
It’s the actual act of finding those people that complicates things.
There are just so many ways to do it. You have the usual routine of using social media to chat and follow-up on prospects before any actual cold calling (if people still want to call it that). Others throw in a lot more moving parts like mobile or webinars. Increasing use of tradeshows is another option, alongside hyper-targeted campaigns.
All of these terms and trends might start to sound ridiculous. However, these are even more ridiculous to the people who do nothing but dismiss such concepts and persist in criticizing without so much a clue about what basic marketing entails.
Remember, it has never been how to make more money out of clueless customers. A B2B sales lead generation process is focused on finding those willing to become customers (using data, creative content techniques, and good old-fashioned timing). Consequently though, this underlying principle is the cornerstone that can smash those picket signs. Here’s how:
- It separates authentic customers with those who are not fully invested – And when they’re not fully invested in letting you know what they want, it’s easy to see how they’d rather invest in just tearing image down. Don’t waste your time on these sorts of critics.
- It identifies your 80% – You can’t please everybody right? That’s why you need to consider finding the customers who can generate more repeat sales than spending an excess from acquiring new ones. That 80% logically includes those who want to let you know how you can serve better.
- Pick the criticism that is constructive – And lastly, people who make sweeping statements that result from bad marketing usually are at a loss for words when you ask them for a better idea. (Or worse, their ‘better’ idea is radically shortsighted.) Stick to those who see something wrong but offer practical suggestions on how to get it right.
When all the whining and complaining start to exhaust you, the simple solution really is just to shut it off. The more focus you put on those that can help you serve better, the less relevant the opinions of those who don’t want it for your business.