B2B Lead Generation | Why are you all so boring?
Does everyone sound alike to you too? Name any product or service and then try to explain what makes one different from the other. Good luck.
With the vast majority of companies unable to create quality sales leads for salespeople, it is a real problem. In fact, more than 3 out of 4 companies say that the lack of quality sales leads is their biggest problem. So companies are trying 
to figure out lead generation programs.
http://www.findnewcustomers.com/personality
If you want do business to business lead generation, you need to attract sales leads. Lead generation programs depend on clear differentiation. In fact, when I was the featured guest on HubSpotTV recently, the show closed with my marketing takeaway:
Think Different
In a recently study by MarketingProfs and Junta42, it was found that the biggest challenge faced by marketers with their content in their lead generation programs was making it ENGAGING for prospective buyers. Over 1 out of 3 - 36%, said their single biggest problem was:
a Lack of Engaging Content
In plain English, that means when they receive your content, their reaction is “Ho hum.” A big yawn.
In my mind, there’s no excuse. Engaging lead generation content comes down to basic human nature.
People enjoy three things:
- Things that make them laugh or cry
- A great story
- A chance to learn the unexpected
Understand your buyers and make it fun. Make them laugh or make them cry, tell them a story or surprise them with insights. They will respond, engage with you and turn into the quality sales leads your salespeople so badly need.
Let me share a good Business to Business example of good lead generation programs:
Kinaxis is a software company whose offerings compete with giant software companies SAP and Oracle. So how do they compete? Quite well, thank you.
Check out the very funny episode from Suitemates below.
Suitemates might have been their most ambitious project, but they’ve got a lot more humor - such as
- Late, Late Supply Chain Show
- Married to the Job, and
- Uncle Jay Explains
All light, funny and entertaining. And the 21st Century Supply Chain is their thought leadership blog, so they share surprising insights too. And one of the thinks I really love about Kinaxis is this - check out all the photos of smiling, happy people!
As you see, B2B marketing, even technology, does not have to be boring. If you want to do a great job in B2B lead generation, loosen up! It’s time to, as I like to say “Let Your Freak Flag Fly!“
What do you think? We love comments and sharing. We even give you simple buttons for sharing, so please use them.
By the way, Sandhill.com invited us to write a feature article on this for them. It will run early in October.
What do you think? We love comments and people who share.
“If more companies listened to (Find New Customers) a lot more would be sold.” Dan McDade, Pointclear.
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Jeff Ogden
Jeff,
You’re on the money. It shouldn’t come as a surprise that if you create a little “infotainment” in the B2B space your audience will thank you for it. The fact that most B2B marketers are ruled by brand standards and white papers means those willing to be edgy differentiate themselves from the competition. In fact, we’re so committed to the idea that B2B doesn’t have to be boring that we made it our company’s web address: http://wefightboredom.com.
Nice post!
Michael
Creative Director
VLG Advertising
Thanks for your comment, Michael. I also checked out your website. Love your domain name too! Ours is http://www.findnewcustomers.com.
One of the things I like to say to B2B marketing is “Don’t be afraid to let your freak flag fly.”
Thanks for the comment, Michael.
Having read this I thought it was really informative.
I appreciate you taking the time and energy to put
this informative article together. I once again find myself spending a lot of time both reading and leaving comments.
But so what, it was still worth it!
This text is worth everyone’s attention. How can I find out more?