The movie Dracula Untold is yet another story where desperation drives a decision maker to make the hardest decisions. You might not know a decision maker faced with defending a against an advancing Turkish army, but there are many similar problems that drive them to make desperate deals.
But you know, maybe the biggest challenge is the fact that they see you as their Master Vampire.
The core of your business could very well be your only competitive advantage. Yet while this little epiphany is making rounds among the guru blogs and thought leader circles, it’s another one of those that’s not easy in practice.
The problem can be especially serious when you use your lead generation strategy to cover up core issues. Forget obscure marketing and hype. That’s just one way a lead generation campaign can distract you from what matters.
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.