These days so many B2B marketers rely on data to ‘talk’ with their customers. They measure the number of views they get on their online properties. They set quotas on how many tweets, blog posts, and LinkedIn connections they need to keep a campaign going. If a certain course of action isn’t creating the right numbers, it’s automatically discarded in favor of a different approach.
Meanwhile, you risk forgetting that IT leads aren’t things you find like you would with a metal detector. You don’t ‘talk’ to your audience just by reading the data they generate on a graph. To find your leads, you need a human detector.
Telling kids to not try stunts at home is a good way to keep them safe from the all-powerful influence of 90s television.
Then again, you could also say that the decision-making of Zordon from Power Rangers is just as much an unbelievable stunt as Master Splinter entrusting the protection of New York to teenage, anthropomorphic turtles. Can you wind up playing out the same trope with your IT lead generation campaign? Yes.
The real question though is: Is that a good or bad idea?
What do Tron and Jumanji have in common? The answer is just a teensy bit obvious: They both involve getting sucked inside something and that something takes on a whole new level of ‘real.’ Whether it’s personified computer programs or animals coming out of a board game, both films play with the idea of bringing a system to life.
Believe it or not but your IT lead generation strategy can accomplish the same thing. More than that, it can help you educate prospects in ways they understand best.
Kashmir Hill’s little coverage of Defcon perfectly demonstrates how business conventions and tradeshows aren’t just two-dimensional corporate gatherings. An event can quickly and easily assimilate elements that aren’t hardcore B2B. You have to consider the idea of social going beyond just professional networking. Entertainment itself can make for a lot of surprises.
As such, if your IT lead generation campaign incorporates events on any level, those aren’t possibilities that you can simply ignore. Remember, this is a context where people will have to get up and about, actively engaging all sorts of dynamic marketing content (e.g. booths, freebies, presentations, demonstrations etc). It’s not exactly cut-and-dry so here’s a quick guide to understanding how an event’s non-B2B sides can interact with your campaign: Continue reading →
Technology is supposed to make tasks easier so more people can unwind. But at the same time, all the free time it creates can result in more boredom. And with boredom, we have a tendency to find something fun to do with it.
Thus, the cycle of innovation continues.
And today, that cycle might be a key to helping a world full of people using technology to pile up more work instead of enjoying less. Your tech lead generation campaign stands as the first step to that solution.