Sometimes you can’t help but seek out the cheapest ways to promote your company and gain some traction as a thought leader. You put up a free blog, get a free account on some niche forum somewhere, or start attending tradeshows that don’t charge you for handing out business cards or brochures.
Eventually, some of your sales leads start to come in and it looks like your opportunities were practically free.
Fast forward. You’re now enjoying some moderate success. Your blog’s getting good online readership. Forums have become a source of marketing buzz. All of a sudden, you get a message saying that everything you’ve been using so far is no longer free. You will be now be charged to do everything that you used to do when your business was still flying off.
There used to be a time when B2B marketers worried about the finer points of the sales process. “Did I say the right thing?” “Were these the numbers they wanted to see?” “Do these people trust me?” Today, the first thing they worry about is whether or not the numbers are high enough whether it’s the data churned out by their CRM system, the number of emails they’ve sent, or how the links they’ve peppered across the net.
What’s odd is not just how these things may have little to do with the quality of your marketing messages or whether your prospect is actually all that eager to do business with you. It’s the fact that even tech companies are trying to eliminate these scruples and take everything back to how it used to be.
For serious sports fan, things like half-time shows and ad spots are nothing more than the necessary evils meant to finance their love for a game. But you know, they’re really not the only ones in the audience. It’s not like everyone’s a big fan of the fans either.
But when things like a mom’s favorite afternoon soap or a kid’s regular cartoon gets disrupted by the big ‘ol Superbowl, they really don’t have much of a say compared to the majority of the sporting fanbase. (No offense to all the football fans out there.)
Fortunately, that’s where the second purpose of these little sideshows comes in. They have become what you might call the halftime niche.
What’s more incredible though is that this same niche could include your own target market of business decision makers.
Much like people, brands are sometimes praised for being all hip and new or discarded for being obsolete and outdated.
However, how much of it has really anything to do with the actual age of your business? Your B2B lead generation strategy could actually discover the real deciding factor of how ‘old’ your brand looks.
For many lead generators, getting a prospect that is loved by the sales rep is already a noble pursuit. Compatibility between prospect and representative seem to be the decisive factor between a smooth, successful sales process and a department that’s viciously torn in two.
On the other hand, are the same lead generators really making a difference when they’re constantly called match like with like? Are different organizations completely defined by the common interests of just the salesperson in one and the single decision maker in the other?
What if they’re both just in the same comfort zone and aren’t really helping either organization as a whole?