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?
Before the actual release of a product, it’s only natural that you make it a big announcement so that everyone can prepare when it comes out. IT marketers use such announcements to generate more sales leads every time they go to an event.
So how long has this been the norm in tech and other business industries? Here is a brief history on major product announcements in recent years and how they shaped the events they were made in:
A long, long time ago, in a galaxy far, far away in a planetary system called Sol, one planet’s residents had the ambition to colonize it’s red, barren neighbor.
But as it turns out, they had only the means of reaching the planet but have no sure means of surviving neither the journey nor the harsh environment once they arrived.
The tragedy of the Mars One project represents a common B2B marketing problem within the tech sector: overestimation. It’s not just issues of miscalculations or bad quotes. It’s the sheer overestimation of what current technology can do.
Outsourcing really brings out the tendency to stereotype. But if you think Indian telemarketers are the only ones with a short end of the stick, know that there are plenty of short sticks to pass around.