Targeted Lead Generation and the Battle of Black Friday

There’s no question that that Black Friday sounds like a real battle. (Does it help that some people would rather go on Cyber Monday?) And if not a battle, it’s certainly an obstacle course worthy of the word.

But you know, it’s not really the crowds you’ll brawling over the bargain bin that’s to worry about it. It’s the idea that you can’t just take whatever’s on sale. You have to pick out just the right stuff to make the right presents for the right people!

Isn’t that what targeted lead generation is all about?

Think about it for a moment. What are just some of the basic objectives of targeted lead generation?

  • Knowing who your customers are.
  • What they want.
  • How you’re going to deliver.

That sounds a lot like Christmas shopping if you just swapped out customers for friends and family. And in the midst of that battlefield that is your local mall on Black Friday, you should see an even clearer parallel with lead generation. So not only do you have to worry about what prospects want, you have to think about how you’re going to get it.

  • Always ask first – It doesn’t matter if a prospect came inbound or through an outbound effort. Once the conversation starts, the first thing on the agenda should always be the prospects pain points. Ask them what they’d like to do in order to fix their problems. Don’t think Santa is the only one who should be asking what folks want for Christmas.
  • Refer to the news for a guide – Whether it’s B2B or B2C, there’s dozens articles this time of year about what’s regarded as hot gifts. And even then, these lists come with different items for different kind of receiver. (Just check out this diverse gift guide for gamers. Here’s a suggestion: Why not create your own list of what’s a hot sell in your B2B industry this time of year?)
  • Map out the mall – Location. Location. Location. Is that right? But you know, knowing how to make your ‘run’ through the mall and to efficiently shop can apply to generating sales leads. Just imagine the mall is your target market and the different locations represent the different demands you have to cater.

You might even think that Black Friday is nothing compared to the head-on collisions you have every day that you’re marketing. That doesn’t mean you can’t apply solid targeting tactics such prioritizing what prospects want and assigning priority.

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