It sounds poetic. When you have a new, innovative (if not revolutionary) piece of technology, you’d want something new to market it. For example, the latest marketing stunt for an Audi hybrid has billboards made entirely of water vapor.
However, do similar tactics automatically translate into more B2B leads for your company? That might depend entirely how your new product actually jives with your new marketing concept.
What are some of the annoying things you commonly hear about infomercials? They’re deceptive? Sales pitch-ey? Shamelessly promotional? Rigged even?
Well at the heart of all those offenses is the idea that they’re too focused on the product and less on the people who’ll be using them.
It just goes to show how central of role your customers have when you’re qualifying your B2B leads. It’s not just about how many people actually took the product in all its glorious face value. It’s about showing that they have the capacity to create that value for themselves.
One should never underestimate the depths of cultural context when it comes to a B2B buying decision. You might very well understand the importance of putting the prospect’s perspective first in your lead generation strategy.
However, that’s never complete unless you check the cultural context of their decisions. It forms part of the decision maker’s psychology as well as the business culture of their entire organization.
Normally, it’s always advisable to think the best of your customers. On the other hand, this shouldn’t be a reason to include the so-called ‘village idiots’ in your prospect organization.
Yes, it sounds rather obnoxious to suspect any potential client of being that stupid. But remember, sending the wrong prospect to a sales rep is more likely going to frustrate them. You don’t honestly think the village idiot is going to those qualifications now do you?
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.