For those that hesitate to outsource, it’s common to believe that a company will eventually reach a point where it can hire, set up, and train all of its lead generation resources. Why place the burden on offshore call centers or deny yourself a bigger work force?
There is one big reason: Nothing is worth the price of losing your IT leads.
People who are into role-playing fantasy aren’t strangers to the prestige class trope. Yet oddly enough, they don’t immediately recognize its real-world counterpart: Getting promoted. For sales reps, that’s a word they can understand. On the other hand, some may not understand the difficulties that come with it because they’re too enamored by the managerial perks.
Here’s where the analogy goes full circle. The prestige class found in gaming can teach sales rep a lot about how practices like outsourced lead generation serve as a key to surviving in the new role (not just gaining it).
What do Tron and Jumanji have in common? The answer is just a teensy bit obvious: They both involve getting sucked inside something and that something takes on a whole new level of ‘real.’ Whether it’s personified computer programs or animals coming out of a board game, both films play with the idea of bringing a system to life.
Believe it or not but your IT lead generation strategy can accomplish the same thing. More than that, it can help you educate prospects in ways they understand best.
Kashmir Hill’s little coverage of Defcon perfectly demonstrates how business conventions and tradeshows aren’t just two-dimensional corporate gatherings. An event can quickly and easily assimilate elements that aren’t hardcore B2B. You have to consider the idea of social going beyond just professional networking. Entertainment itself can make for a lot of surprises.
As such, if your IT lead generation campaign incorporates events on any level, those aren’t possibilities that you can simply ignore. Remember, this is a context where people will have to get up and about, actively engaging all sorts of dynamic marketing content (e.g. booths, freebies, presentations, demonstrations etc). It’s not exactly cut-and-dry so here’s a quick guide to understanding how an event’s non-B2B sides can interact with your campaign: Continue reading →