B2B lead generation looks like a long, hefty, and intellectually challenging process. In other words, it’s complicated. Ironically though, the main goal of all of today’s fancy, buzz-word-ridden B2B marketing strategies remains relatively simple: find a target audience, create good content, and use it to drive sales.
Where does the complication start out of this seemingly simple modus operandi? More likely it’s in terms of scale.
Okay so you’ve been getting a decent amount of sales from, say, simply cold calling a targeted list of clients. But as your company grows, you find that this method doesn’t quite take you higher as fast as you want. There could still be plenty of sales leads out there that you’re missing out on.
So what do you do? You now start considering more channels, more ways to reach potential customers, and more ways to sell. In the process of this though, plenty of companies make the mistake of just doing it to the point that they’re desperate for attention. How do you, for example, put yourself on Facebook without looking like you’d do anything to get word of your brand into the whole world? How do you send an email without looking like another typical spammer in the space?
The answer lies in one word: Growth.
The official announcement of the upcoming iWatch already has seven brands jumping on the wearable for early marketing presence. But the million dollar question remains unanswered: Will iWatch be a hit?
Questions like this are the reason why so many B2B marketers aren’t so quick to embrace the emergence of new platforms. And while they’ve made mistakes of being too slow about it, there’s still certain merit to their caution. You can get on the hype train a little too early.
When then is the best time?
Yes, they are costly. Yes, they can have horrendous consequences. But in spite of it all, plenty of good ideas started out after realizing a mistake was made. It’s no different when it comes to the process of B2B marketing and lead generation.