When you look at the tech industry’s drive for innovation, it’s easy to believe that the only things that will generate your sales leads these day is something new, funky, and completely out-of-the box.
That doesn’t lend the idea any more accuracy than it actually has. The truth is that no matter how old or how new your idea is, it’s not exactly enough to get people invested that they’ll give you a possible sale.
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?
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.
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.
If you’re new to lead generation or at least new to the more advanced techniques and strategies, it’s actually not a bad thing for you to spend extra.
True, any extra spending is generally a bad thing. However, if you’re struggling to justify your current ROI, it’s best to understand it in terms of your learning curve.
It’s like playing a new role-playing game. You don’t know what you’re going to face as you progress. That’s why you buy a few extra items and a power-up here and there just to be safe. Yet, as you learn to master a game, these things become unnecessary and you don’t spend as much as you used to.
Don’t worry. The time will come when you won’t need as many.