Despite all the promises of new media technologies, marketers and lead generators still wind up running the same magic act of smoke and mirrors instead of creating actual value. It just goes to show that innovation is just a buzzword when the problem of marketing’s main objectives hasn’t changed much.
For example, you might think that shows like Shark Tank sound like an incredible idea that will really increase the numbers for your marketing team. It’s all there after all! You’ve got exposure. You’ve got thought leaders chiming in on your products. You’ve got the million-dollar industry that’s reality television.
What could go wrong?
When you’re juggling so many areas of your business (be it online, in trade shows, or even when you’re traveling state-to-state just to meet a sales appointment), the idea of staying focused on your sales leads sounds nearly impossible.
But it isn’t. In fact, it can be surprisingly easy if you know how to properly tune out the parts of the lead generation process that you actually shouldn’t waste too much time micro-managing.
In principle, B2B sales leads are representative of entire organizations (whether they’re large of small). But in practice, many lead generators wind up stuck dealing with just one person.
For the most part, this is necessary because this one person is supposed to be the one authorized to make the transaction. These are usually decision makers who directly deal with the problems your products and services intend to solve. In fact, they’re also the ones who’ll play a significant role in getting others to buy in.
Yet in reality, you’re still just calling this one guy (or girl). You all really just have one name at a time during most of the campaign. Getting used to this routine can be dangerous when your sales rep still need to acknowledge the larger body of a prospect organization in order to succeed with every lead.