Category Archives: Email Marketing

Can You Cover Appointment Setting while Competing?

The answer feels like a yes. When you’re in direct competition with a major industry player, you both still benefit marketing-wise. The attention you draw to each other might naturally result in more prospects going through your appointment setting process. In fact, some prospects are daring enough to select both of your companies just for the sake of scale.

Still, a fight’s still a fight. You’re not just there to show off and win hearts. You’re there to win and to win means you’re making an even more powerful marketing statement. Can you balance between maximizing the interest you’ve generated and at the same time, focus on one-upping your competitor?

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Modern Appointment Setting – The Old Art of Leaving Your Number

Despite the trappings of the internet, big data analytics, and sophisticated targeting, much of today’s appointment setting M.O. remains the same. One particular aspect of it is giving prospects the idea (and the freedom) to contact you whenever they want. Whether it’s on a brochure or on your website, the tactic of leaving your contact details lying around has been used even before professionals started to use the first calling card. To understand this is to understand a core element to successful appointment setting.

And make no mistake, this isn’t just used in inbound marketing. Active, outbound marketing also makes a point to make sure your leave a lot of doors open for which your prospects can walk through. In fact, when you see the essence of this strategy, it doesn’t really matter what you’d call it. So long as you’re hoping for a follow-up, you’ll need to leave some contact details behind.

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IT Lead Generation and Cultural Context

One should never underestimate the depths of cultural context when it comes to a B2B buying decision. You might very well understand the importance of putting the prospect’s perspective first in your lead generation strategy.

However, that’s never complete unless you check the cultural context of their decisions. It forms part of the decision maker’s psychology as well as the business culture of their entire organization.

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Can Different IT Leads Mean Generalization or Specialization?

It’s not easy finding a short answer to the question. A company could offer general ITs solutions to all of its target industries but claims to ‘specialize them’ for its ‘unique requirements.’ Likewise, a specialist company could in fact be offering a general solution that is just ‘exclusive’ for a particular industry.

But before you start going insane from figuring this out, stay calm. There is a reason why having a variety of IT leads can be a good thing, regardless of how you go about appealing to each different buyer personas.

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Using IT Lead Generation To Increase the Cool Factor

For the many in the IT industry, there’s not much appreciation for all that coding, testing, and debugging that takes up a professional’s work day. (That and Googling for the answer.) Everyone from the CEO down to the customer is more interested in the bells, whistles, and digital buttons (after which they’ll likely complain about something as if it were on cue).

But you know, there’s really a lot of merit to understanding the non-techie-ness of customers, prospects, as well as your own higher-ups. It gives you a fresh perspective, one that could really be useful in your IT lead generation campaign.

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