It’s logical to assume that the most skillful lead generators are also the least expensive. It’s a mark of their efficiency. However, what if it’s not just their skills that you can hone and harness to reduce the costs of your lead generation campaign?
Anywhere in IT, you’re expected to do more with less. You want the same with your lead generation strategies and tools. But have you ever asked yourself: Why stop here? Have you ever thought that marketing skills aren’t the only things that can cut down those costs?
Wish summer lasted longer? You’re not alone. On the bright side, there’s never a real shortage of holidays. The same goes for your IT leads. Just because you have a hard time generating them during some time of the year, doesn’t make it completely hopeless.
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?
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 →