The Goldilocks Theory and Lead Generation
As purchasing by committee becomes the norm among corporate buyers, forward–thinking marketers are crafting sales lead-generation campaigns that cater to a much bigger pool of prospects. Call it the democratization of decision making, which is largely a function of an increasingly digital age.Marketers – conditioned to targeting one buyer at a time, two or three tops – now have to reach a disparate number of constituents if they want to yield more effective results from sales leads. In the new normal, there are many people involved in the sales process, and marketers need to be sure to communicate with a diverse audience because buyers are relying on their peers to check and recheck the information provided by sales reps. Armed with the Internet, prospects can easily gather and analyze information about products and services on their own. So the onus is on marketers to create more sophisticated programming that will illustrate how their services will ease prospects’ pain and/or provide long-term solutions. Because of the need for speed, marketers and their agencies must provide unique and exclusive content that helps the buyer get in-depth information faster. Buyers don’t want education on products and services. They want content, competitive information, and buyers’ guides. The growth in online lead generation campaigns, of course, enables marketers to deliver their content through a variety of platforms, such as social networks, chat rooms, and YouTube channels. It also gives marketers a chance to take the prospect’s temperature to find out whether their intentions hot, warm, or cold. However, it’s not just about generating the lead. It’s the ability of marketers to track implicit behavior i.e., how the prospect is using your Web site, how they’re using the data within the site, how much time is spent on the site, and what type of content the prospect is downloading to form a fuller picture of who the prospect is and what the lifetime value may be. Learn more about on demand creation to read an excerpt from MarketingSherpa's BtoB Handbook. To download a white paper on this topic, click here.
Tags: B2B Lead Generation, Demand Creation, Lead Generation System, Online Lead Generation
Categories: Lead Generation
