It’s normal for you to make sure that there are no nasty surprises waiting for your sales reps whenever they decide to pursue some of your B2B leads. But on the other hand, there will always be a cap to how much you can assure them.
It’s like when you give somebody a superhuman mutagen saying there’s only 5% chance of something going completely wrong. Putting that 95% instead might sound impressive but the truth there’s really no absolute guarantee that it won’t create the next supervillain.
Whether you’re a marketer or currently got some marketing work to be done, how often have you been advised to ‘speak human?’
It sounds insulting at first but really, why is this piece of advice so prevalent? Are B2B marketers truly so detached from the man in the street? Or put it in another way, is the common man so incapable of grasping the complex value proposition of B2B marketers?
Well, in either case, maybe the best way to really speak human is to focus on story-telling.
You might not know this but there’s an increasingly large number of wandering workers in the world today. No, these aren’t the lazy hobos asking for a quick buck just from washing a window. These are fully-fledged professionals who simply lack full-fledged loyalty to a single employee.
And during times when traditional corporations are crumbling hierarchies, it won’t be long until you find yourself looking for sales leads from these wanderers.
At first, you’d think old-fashioned style of lead generation would get you closer to those who like doing other things the old-fashioned way too. Sadly, it could only be because attachment to nostalgia drives the decision to keep it all, instead of anything that’s really in a business’ best interest.
Oh but wait, unlike other space-mission malfunctions, this one didn’t come at the cost of human lives. What a relief eh? But you know, as much you should always be glad nobody was killed, the rocket’s development still cost hundreds of millions of dollars.
Much like a lead generation campaign, the negative long-term effects of a major accident can still pose a very eminent threat to the people involved.