Your Lead Generation Methods Have to Change

December 12, 2008 · Comments

sales in action Lead generation is a fairly core activity to marketing. Sales people need leads to close sales. You might not always look at it in those baseline terms, but that’s the general process, right? Find people who want that thing you’re selling, be that Jesus or real estate, higher education or luchador masks.

You build someone’s interest, you make the offer, you close the sale. That’s the basic cycle. Let’s talk about leads and how lead generation might have shifted in the last little while. I’m thinking that our tactics and strategies have been born out of yesterday’s “mild interest” methods, versus a shift, I’m thinking, to today’s “they presented a need” method.

Sound Like Your Plan?

You have a product to sell. To get interest, you look for your target market of prospective buyers and try to figure out what they are like. You then try messaging them using whatever forms work for you. Maybe you buy some door knockers with your offer on them, or you buy radio spots in the 6-9AM drive time sports radio markets of 14 key cities. Maybe you’ve got a website that tells people the same stuff you put in your direct mailing piece, so that you have brand consistency.

Some number of people limply respond to your call to action. They opt into the next wave and your sales process kicks in to try and close them before they lose interest. If they don’t close, you just keep sending them information, trying to keep the pulse of that lead alive by reinforcing what you’ve been sending them.

In this above model, you have to keep coming up with new offers, new ideas, new ways to make something seem interesting and pertinent. Think about Ford for a moment. They are out there trying to figure out what else to say about their new Ford Flex so that people will swing by and give it a chance. But the thing is, we the consumer aren’t exactly reacting that way any more.

That was distraction marketing, or interruption marketing, as Seth Godin called it forever ago. That’s list building. And list pounding. And it’s not always bad to have a list, but how are you cultivating it?

The New Stuff

If you’re Seth, you call it Permission marketing. If you’re Hubspot, you call it Inbound Marketing. You call it whatever you want to call it, but we’re in a world where the power of marketing is in the hands of the consumer more than the marketer right now, at least in the wide area of the sales funnel.

The new lead generation shifts your methods as a marketer from “talk about your dumb product” into “empower the users.”

(That, by the way is the nugget of this whole piece.)

The lead process used to be “beat people with information until your sales person closes them.” Now, it’s a little bit more about relationships with products and companies. Look at Dell’s Digital Nomads. They are all about helping out a certain niche of prospect. They’re not selling. They’re equipping. It’s perfect. It’s exactly what I’m talking about.

The thing is, there are many more examples here. Smart people are finding ways to reach out and equip and empower their customers and prospects.

You think this isn’t sales? You think this isn’t lead generation?

Greg Cangialosi from Blue Sky Factory is an example that Julien Smith and I write about in our upcoming book, Trust Agents. Why? Because Greg practices a very real, very natural lead generation methodology (he wouldn’t call it this at all): be there before the sale.

This isn’t lead generation the way you’re thinking. This is being a human, thinking with a business mind, but acting human in the end. Greg hangs out where his customers hang out. Sometimes, he sponsors (by the way, Greg signed on to support my 2009 New Marketing Summit events, so if that requires disclosure, there you go), but lots of times, Greg just shows up to be part of the gang. He’s a published author in the podcasting space. He’s a media maker. He’s one of us (another point in the book with Julien). Greg gets it from a human and face to face way, but he also knows he can’t be everywhere. (Only I can.)

Scaling This

The web, silly. There are tools to have your conversations right out in the open where they might inspire other people (Twitter). There are tools that let you market by equipping people to do useful things with or without your dumb product (blogs). There are tools that let you meet more people and be there long before the sale (Facebook, LinkedIn, your various niche Ning sites, message boards, Yahoo groups). There are ways to reach the elusive and the on-the-go (podcasts – have you ever stopped to realize that moms are often too busy to read blogs, but could potentially keep one earbud in to listen to an iPod?).

And if you’re going to do this, and you’re going to want these to be your new leads, you have to do the other part of the equation and treat them like a new kind of lead. Meeting me at a party and getting my business card doesn’t make me a sales prospect.

Have you watched Boiler Room lately? Do it. That would be a “wood” lead.

If you’re going to use social media tools to work on “wide funnel sales” opportunities, then you’ve got to make a conversion engine, something that moves me from “love your blog” into “want your product.” And that’s a lesson for another time.

Your Turn

So, you’re the pro. Tear me apart. What’s wrong here? Don’t say scale. This isn’t about scale. Look how good scale’s been treating you lately.

What’s good and bad about these ideas to you?

Photo credit, Josh Staiger

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  • karim
    Luchador masks! Love it! How did u pick that up from the recesses of your mind?? LOL!
  • Chris,

    You know that I believe in the power of social marketing. However, I have some issues.

    1. Not all of the people I want to reach are pounding the Internet every day. Some of my potential customers are business execs who either don't have the time to chat in Twitter or forums or who think that is simply a silly waste of time.

    2. Establishing and maintaining a social presence is EXPENSIVE. Let's take Scott Monte of Ford, for example. I don't know how Scott is paid but I must believe it is significant. Not only that, it takes considerable time to make your presence known.

    3. I would love to promote social marketing to my clients and potential clients. But I need more proof that it works. I FEEL that it works and it DOES work for me when I offfer my services. But selling products (hard, brick and mortar products) is another animal.

    I think we can find better ways to help people sell their products using what we know and building on that.
  • I`m no marketing guru, but the problems arise when people `use` this kind of info to get customers like they used old school info. So they build trust, they work at it, and then they scam their people in the end.

    It`s the age old art of the con. I knew some people that built up a relationship with some phone cards sales warehouse. The warehouse built trust for 5 years, and started getting money up front from their reps on good bulk deals, and then they fled the country with hundreds of thousands of dollars.

    Overall though, sage advice as usual Chris. I still say buyer beware though.
  • I love this. The "pound the lead list" way of selling is just not current with how people operate today. I was thinking about this the other day. The new way of selling does put so much more power into the hands of the Buyer. And relationships are what makes sales. Super good points.
  • I just want to thank u for opening me up to new ideas in marketing. Now, I'm gonna and try to implement some of these. Look forward to reading your "love your blog-now i wanna buy from you" article! :)
  • Just Some Guy
    But I've yet to develop any of these "old" lead generation methods. Obvious as it is that the New Way continues to serve the old ends, I think that its subtlety may be even harder to grasp for freshman entrepreneurs (like myself) than the old.

    This kind of insight is definitely helpful in that regard, though. Thanks!
  • Awesome insight. Thx
  • David Benjamin
    I think many people have been dancing around this issue. You've done a good job of hitting the topic head on. The sales cycle might start off slow if one tries to implement this new way of thinking but in the long run, is the best way to engage w/ potential customers/clients. Nobody likes to be sold anything but are more than happy to listen to valuable information which could lead to sales if deemed worthy.
  • Well, what's good, is this is knowledge I didn't quite have down. This presented a new way of thinking and percieving that I need. I can see where this will be easy to aplly to some upcoming online ventures, but I am having trouble finding the clientele for my current business. So, I guess the bad, is that I'm not sure how to aply this to what I already have out there.
  • This is some really great insight to marketing, especially is these hard economic times we are facing!

    Great Post Chris!
  • Great article, when will the follow up on the "conversion engine" be available. Can you point me to any sources of information on conversion engines please.
  • I wholeheartedly agree.

    What I run into with clients is that they are always worried about the time it takes. Blog, how much, how long, who's going to do it? Twitter - why? Isn't that just a bunch of people talking about what they had for lunch? Ning community? Facebook? - my daughter has a Facebook account but she doesn't want me to have one. Just a bunch of college kids.

    Maybe it's the way I explain it (I've tried just about everything I can think of) but they don't really get it. And then when they turn around and try to "sell" internally to their team or the CEO, they don't get it as well. And they just tell me, "Maybe next year."

    I think this economy is going to be great for the digital market. Not because the traditional marketers will suddenly understand, but they will be replaced or removed and a new kind of marketer will rise up.

    The "kid" that understands that all these digital conversations do add up. They do get people to respond. They do build relationships and trust. And they can prove it.

    And the traditional guys will be working for them. Putting together the brochures/flyers/handbills in the basement and wonder how that "kid" got a office right next to the CEO and CFO.

    Just my two cents.
  • You know one thing I hate is social media marketing. I find it a complete waste of time and I know a lot of you will fight with me that it is not. But it would be better to use your time in the other places. I do give snaps to Twitter though. You can really get to your customers easily and you can use it as customer support.
  • Chris,

    Your post raises some good points and a fine solution. More and more, e-mail marketing, in particular, has become a new brand of push marketing — it pushes people away. More and more, consumers like me are becoming afraid to opt-in because it means being bombarded with the next phase of the list pounding (eg. never buy candy from the girl trying to win a trip).

    Suddenly, we're a number and being crunched and crushed. And eventually, we develop a negative impression of the company.

    That's not to say I agree 100 percent with what sometimes becomes a single solution. In fact, there might even be a case made that lead generation is fine, provided you know how to engage people without becoming intrusive. The Web is one great tool, but there are several more that can be used together.

    Simply put, it's almost never the tools that are failing companies. It's how they are used.

    All the best,
    Rich
  • As a person who was recently in a marketing department with a fairly large company, and who has some (if not minimum) experience with "The New Stuff", I can tell you with 100% certainty that the old way is easier. It's easier to design one print ad, or one TV ad, or one direct mailing campaign, and beat thousands of people over the head with it. The only thing that requires is money for reproduction. With "The New Stuff", you actually have to think intelligently every day, in every forum that you are engaged. That is hard work; and takes a lot of time - especially if you are just starting out and do not have any momentum.

    Thanks for the great post!
  • Chris, you are making a good, STRONG point. I believe it takes a combination of online and offline socializing ... multiple points of contact still works.

    I have to tell you - I have witnessed two examples in our office in the past DAY, where this type of 'lead generation' has worked. Our relationship guy isn't on Twitter, but he is EVERYWHERE, involved locally in real life social groups where our prospects are hanging out. I have passed things on that I see on Twitter or other online social hangouts, and our social paths have crossed, where he has recently met, talked or lunched with a person I have connected with on Twitter. It is proving to have amazing results ...
  • Great ideas! I'm revamping my marketing approach and found this entry provided me with a lot of good ideas
  • I am liking how this comment stream is going. I am one of the converted. I can say my partners think it is silly. They are digit head style thinkers, expect me to appreciate their world of unknown, yet call my world of unknown "silly" or "I dont get it." Many of my customers are the same way. I only WISH there was a silver bullet that would hit the jackpot, but this isnt the supermarket where you go through the line with groceries and you pay at the end. SIMPLE to measure. I don't think this is simple and I think digit head thinkers frustrate free thinkers like me. I feel like I am planting a garden and a garden takes time.
  • Hmm, I agree and disagree. I think as far as the ACT of "pounding the list", social media is doing even more of that. Instead of just pounding the list we are now pounding the list, the twitter, the blog, the youtube and the facebook. We do these things because we learned from old-school marketers that you need to your message in front of people many many times and I think that will always hold true.

    What needs to change now is the content. It's getting to know ME, and in getting to know me you get to know my expertise and offer.
  • Did you just watch Bioler Room the other day? I did.. Weird...

    Anyway, this is perfect. I mean, I have been trying to say this for a while, I am just not good at putting it to words. Basically, join your community, your customers or clients. Allow them in, and help them. You will have a customer for life, done..

    What's with the "a" down below, some sore of test? I see some others doing it as well.
  • CB: Fine fine post. The flaw of demand gen in the legacy mode (interruption-based, whatever) is that sellers correctly believed the process was linear. Hook 'em onto the train at awareness, some fall off and some make it to purchase, but the process was linear. No More! Rather than a linear process under seller's control, it's a dynamic amongst three forces with control shared with, if not dominated by, the buyer. Presence: is the seller where the buyer is (as in Tim's comment just above); Authority: does the seller articulate an understandable and differentiated position; Reputation: do other participants in the market (customers, pundits, bloggers ) validate the seller's position and authority. Seller only controls one of the three. Buyer and other influencers own the balance... and they all interact an effect each other continuously. more here.
  • Melissa B
    You make some good points but there's still too many companies that feel the product sells itself and that's enough, or we've always done it this way, why fix what's not broken etc etc etc.

    For as long as businesses have been using email marketing, there's still a ton of companies that just don't get it. They look at it as they have great products, the ad looks pretty, why isn't it converting. It couldn't be because your link tied to a specific product just took me to a generic landing page, or a bad link or a non-existent link. You get the picture.

    The companies that are willing to experiment whether with social networks or podcasting may not see everything stick, but at least they're trying. I think the book "Who Moved My Cheese" is very applicable in this respect. But at the same time, this approach to marketing shouldn't be taken simply because "everyone else is doing it." If twitter doesn't make sense for your business, then don't use it, but maybe podcasting would work instead.
  • Good thoughts, Chris. Philosophically I'm with you. But I also work mostly in the big enterprise tech world, where lead generation and lead nurturing is mostly about cultivating large clients with multiple buying influencers over a period of months or years even after they've expressed an interest. Blogs and Twitter and Podcasts, etc. are useful to help generate initial interest, and even to keep the conversation going, but there is a whole lot more involved in terms of reviewing competitive offers, evaluating your solutions, persuading internal colleagues and so on. On the marketing and sales side, this means constant strategizing over individual accounts, extensive face time, detailed presentations and proposals, negotiations, and so on. I look at social media in this world as an increasingly useful component for lead generation, but not at all the whole story.
  • Chris - I noticed something in what you described that really hits home. If someone does what you do prescribed and they do it in a traditional employment environment, hanging out looks like goofing off. Giving away free stuff and advice looks like shop-talk, water cooler talk or just being unable to ask for the sale. The way we have been trained to interpret these behaviors attaches meaning to them that doesn't apply in social media. The laws of gravity are being rewritten by the customer in the wide area of the sales funnel, as you say.

    I do agree with Greg Digneo, though. The old way is easier - at least at first. Perhaps it is because we are accustomed to it, maybe just because it exploits the mental laziness of both the marketer and the masses. But revving the conversation engine up in multiple venues, being human while being measured in sales and empowering others while converting conversations into transactions requires mental and emotional muscle that puts the social media marketer in their own league. Having said that, when it works, it is far more fun.

    I marvel at the resistence this topic provokes. With the worst recession since the Great Depression on our hands and many economic thought leaders discussing real threats of a new Depression, I think the online customers will hold their money hostage until we learn how to engage them on their terms more so than at any other time in our modern history. You approach is VERY helpful and practical. I hope you'll follow up with more gold nuggets on this topic.
  • As I read through these comments, I see this thread of skepticism through some of them that is really disheartening - "too much work/too expensive"; "waste of time"; "need proof that it works". To me, that's just stinkin' thinkin' (in the words of Stuart Smalley).

    I believe that we as marketers need to open our minds a bit and look beyond the tangible ROI. I don't think that Chris is saying to completely ditch the "old way" and dive completely into the "new way"; but there's so much value in the latter that we can't afford to ignore it. Who's to say that you couldn't use some combination of both ways to generate interest and keep the conversation going?

    We have to stop thinking like it's 1999 and start thinking 2009 and beyond. It's not about trying to force your customers/target audience into tools/technology they don't understand or want to use, it's about simply talking with them instead of at them.
  • Hey Chris (i like the new blog skin by the way: its relaxing and inspiring with its cool palette of colorocity)

    Back to my comment:
    I believe that consumers are tired of "In Your Face - Cram It Down Your Throat" marketing, I know I am! (maybe I am speaking out of turn...) I think that with the research tools and conversation platforms that are widely available on the web, that consumers are forcing companies to alter how they approach their marketing plan. Consumers now direct how they want to consume their media and marketers have to learn how to not PISS them OFF.

    I don't believe that most companies are ready to make a commitment to this "foreign" marketing channel because leaving what they THINK works is scary, especially in these times. It is crucial that "old school" marketers begin to adopt these current marketing principles and get on board. People need to wake up! Newspapers are going belly up, Magazine are close behind (the environmentalist in me is happy about that - such a waste of paper), People have DVRs and fast forward past commercials.

    What do marketers not get about this? Pretty soon the generation that subscribes to the paper etc. will pass on and the thirty somethings and below, that will soon take their place, will be on their iPhones, Blackberries, computers. They probably will not be walking outside in 30 degree weather to pick up the paper. The point is that the consumer is moving towards conversation, reading reviews, consuming BLOGS, VLOGs and Podcasts in order to get feedback on products or services they are considering purchasing. This is where the focus needs to be. People are pressed for time. People are seeking new forms of entertainment. People want to talk.

    Lead generation must make a shift. Sales pitches must make a shift. I totally agree that marketers should empower their users instead of listing 10 amenities that their product has that the other product does not.

    Tell me how your product will help me save time, make better pancakes, and reduce my stress through creative VIDEO techniques that I can consume quickly, a clever, snappy blog post, a great podcast interview, and most importantly - REACH OUT and CONVERSATE with me! ( there are plenty of tools out there)

    I am working on shifting how I market to my customers (thanks to our conversation at Gnomedex in the halls Chris) Its time for me to simply LISTEN & THEN TALK with people. Its important to have a GENUINE conversation with people, instead of looking for an "in" to spam your URL over to them. There will always be an opportunity to tell someone about your business, but it's your TIMING that is key. It's also important to CREATE new - fun - interactive ways to communicate ( just look at Gary Vaynerchuk: brilliant) with your audience.

    ENGAGE with people and help them catch the BUZZ!
    INFECT them with your genuine character and great conversation.
    instead of trying to SELL them your product, SELL them on YOU!

    Bottomline....ITS TIME TO GET CLEVER!
    Don't bore your audience.
    Don't annoy your audience
    Don't try to control the conversation.
    Rework your agenda.
    Care about people first
    Give them something to think about
    Reach out to them with a solution and you wont need a lead because you will have made a customer.

    All my best,
    JP Taylor
  • One sure way to fill up your email inbox is to request that replies be sent to an answer you made here. ;)

    Brogan rocks. Learn from him.
  • I hope readers of this article are able to go past the _tools_ (Twitter, Facebook, and etc.) Chris is mentioning and read into the real message - find your customers' needs, pains, desires and SOLVE them! Pushing the product/service with old school techniques no longer works. Your "stuff" is useless, if it does not address at least one of those issues. The only way to really take your product/service to the next level is to engage with the customer/prospect. Pounding them with catalogs isn't it. E-mail blasts, direct mail, advertising, and other methods are just a one way street. You need to build relationships and focus on long term ROI, rather than immediate cash flow. You need to "date" your customer and not treat them like a "one-night stand".

    Scalability can be achieved, as long as you focus on the way you want to do it, rather than the tools. If you focus too much on the tools, you lock yourself out of building that next great thing.

    Just my humble 2 cents.

    Apolinaras "Apollo" Sinkevicius
  • I really like the thread and very happy to see the counters arguments. I also run into them. Industries where competition is very fierce could certainly see return as 'social media' is a about treating people and customer well. How many of you actually receive a phone call, an email a Tweet after a purchase? errr not many - Everyone like to be treated well -
    Social Media is forcing companies to say 'am i fulfilling your experience' before they have the deal done. We're all into selling something Guy Kawasaki has been perfect with Alltop.com at doing this.

    I also agree that marketers should include this in their mix but will get burnt if they go at it with a linear or digit mindset. The higher purpose is a guiding principle in social media lead generation...
  • Chris,

    Good article.

    I'm not sure this goes along with your theme of lead generation.....but I think you've hit the nail on the head when you say "being a human". I've been selling IT and Professional Development services for over 10 years and The initial way to get started in that industry is to call.....email......fax as many people as you possibly can and generate that interest.....although..I'm now seeing how social media is playing a huge role in meeting people you normally wouldn't. But in the end, clients that stay with you are usually the ones you've bonded with or basically become friends. Spending as much face to face time pays big dividends as you are only strengthening that friendship.

    I'm anxious to read this post: “love your blog” into “want your product.” :0)

    Thanks!

    Jeff
  • I think the underlying resistance is to the shift to buyer power; and in large companies, or smaller traditional companies, seller power is embedded in culture, processes and systems. Part of the DNA so to speak. In these cases it may take a lot of pain and an accumulation of many incremental steps before a shift to inclusion and empowerment occurs. But it has to happen because the never-ending increase in competition for attention share will force it. Internal customers can provide a good staging area for empowering or "equipping" the customer programs.

    Thanks for the great post and excellent comments!
    @mwyn
  • It's great that you're writing about these points and sad that most marketers and networkers and companies are still hitting their heads against the wall trying to make the old ways work.

    The old ways aren't impotent, but their results are very lack luster if not used in conjunction with interactive authentic relationship marketing actions.

    When old school rules like "the customer is always right" and "create raving fans for your product or service" get blended with new school tools like blog comments, posts, Twitter tweets and experiences that inspire customers to write blog posts and articles about you the integration generates exponentially better results.
  • Some super-great comments in here that really add to the conversation...leaving me with not a whole lot more to say, except what I believe hasn't been said yet, and that is, we need to always keep in mind that every lead gen tool is essentially a communications tool, and when creating one, we must always consider the fact that "how" we speak with customers and prospects is often dependent on "what" they listen to, and how it will be consumed.

    For example, we write a lot of sell-sheets for firms. Sell-sheets are typically used in a belly-to-belly transaction with a prospect or customer. That's the channel. And right now, it's the most comfortable channel. Sure, you can turn a sell-sheet into a video presentation, and you can mail or email it to someone, but it's still one of the more effective visual/tangible tools in a sales person's arsenal when they're sitting directly across from a prospect. Sell-sheets are by nature consumed in person.

    White papers, however are great when incorporated as a digital download and tracked for follow-up later. No prospect wants to sit in front of a sales person and have the guy/gal read such a communications tool to him/her. Boring.

    The communications tool has to fit the audience, and the audience needs to get it/understand it/use it for it to BE useful.

    I love Twitter, because it allows me to get to know people I would normally never meet, and learn from people with a knowledge I don't yet possess. I do see interest from clients in what we do through our use of Twitter, but almost more importantly at this point, at least, I can learn things that are important to our clients by following and focusing on people who "play" in those verticals. If I take on a client that operates in the hedge fund sector, what better way to learn about what's going on in their world, then to follow folks who work for hedge funds? The learning aspect of Twitter is tremendous, and as a result, we become excellent resources for our clients.

    But, alas, not everyone uses Twitter, so as a company we have to use other means of communicating with those audiences. Same goes for our clients. If you're selling a million dollar tool and die machine, and need to find ways to generate leads for that machine, you're not likely to find them online using Twitter.

    The communications tool always needs to speak to the audience, and marketing/sales teams should always be asking for the tools they know work for their prospects. The marketing and communications teams, likewise, need to be aware of all the tools available to them now (and what's coming) in order to play the game effectively. This, I think is where we see the biggest gap. . .not all marketing folks are staying ahead of the curve enough to pick up on the new communication tools available to them, so some lead gen efforts are falling on deaf ears. Read. Read. Read.

    Awesome post, Chris. Thanks.

    Cheers,
    Doc
  • euonymous
    Your point is well made. But this is Marketing 101. Lead generation never was about "pound the lead list." Often wondered where people ever got that idea. Naive at best.

    B2B marketing has always been about understanding your potential customer and where their problems lie. Solve a problem. People buy solutions and benefits, not products. And for the folks who think that "executives" don't troll the internet for solutions... you miss the point. If the executive is not capable of trolling the internet for a solution then they have staff who can and will. The net is probably where 90% of all problem solutions are researched today. The medical world has certainly figured that out.

    Where people look for answers has changed. Traditional media is less effective, if it's still in business at all. There are too many choices of media for you to spend your time and precious marketing dollars on all of them. Sometimes, when you're lost, the best thing to do is stand still, shout, and wait for somebody to find you.

    We agree in principle. Lead generation is about being visible (audible?) to your potential customer when they are looking to acquire the solution you provide. There. That wasn't so difficult, was it?

    What's challenging today is how to make yourself visible to that prospect, hold their attention, develop credibility, and convert to a sale. It was ever thus. Good marketing people do it instinctively. It is an art with a dash of science.
  • As a Rockstar marketer, I feel compelled to reply and comment.

    I come across businesses every day who are screaming at folks. Screaming so loud there is no conversation to be had.

    Chris is right about an important point. Consumers don’t listen to screams any longer. There are too many businesses screaming about their products, their discounts, and the like. Consumers have learned to focus their attention to the necessities and with information so readily available in this day and age, have found a way to consume only what they’re most interested in.

    Lead generation is about empowering and equipping your prospects/target market with educational information about products that can enhance their business.

    Companies that scream, sit in dark conference rooms dreaming up random products and solutions they think will sell like hot cakes. Know what happens? A few folks respond to their screams and then the company consumes countless resources trying to come up with the next big thing.

    Companies that empower, talk with their customers before entering the conference room. They even often bring the customer into the conference room with their product development team. They listen, they solicit and thrive off feedback. The most important question they ask their customer is “what do you want to see next from us? What can make you’re business more successful?” It’s the development of a conversation.

    Conversation companies are successful because they listen to customer suggestions about the solutions/products that can improve their various industries. If you can create those solutions/products, you’ll create solutions that are easily scalable to those that aren’t your customers, because you’ve listened to those that are.

    More importantly, conversation companies create a culture of trust and build a strong foundation for a long lasting relationship with their customers.
    Do you hear the screams? Of course you don’t. You don’t want to.

    Do you want to have a conversation about how we can help your company be more successful? Of course you do. Let’s have a discussion and see what we can come up with.
  • Nice points Chris, very similar to a post I wrote yesterday. The world has changed so much in the last few years, and sales is dead because of it. I don't think the world really needs as many salesmen any more, because so much marketing is inbound. What we need are more people listening online and starting conversations about their product or the issues that their company faces. Your future customers are out their. Let them find you. It's a whole lot better than getting lost in the woods.
  • Great post, Chris, as usual.

    Like @RobLeavitt, I'm working in the enterprise IT space these days. According to the research study that Google and my employer released recently [<a href="http://www.techtarget.com/googletechtargetroadshow/"download it here], 97% of IT buyers are researching their potential purchases online. They're using a wide gamut of media to make up their minds -- webcasts, podcasts, video interviews, white papers, articles, reviews, virtual tradeshows -- some of versions are more social than others.

    I include the link above because I think that, with respect to lead generation and understanding the return on investment on digital marketing, we've been a thought leader, much like you've forged a clear space in thought leadership around getting ROI in social media. I hope the research in there will be of use to your readers -- I've certainly learned a great deal from your posts and your audience's comments over the years, so there's a bit of giving back there, even if you have to get through some registration first.

    My personal take on the new world of lead generation, taken into the blogosphere and social media world, is that understanding 'permission marketing' will be even more crucial to digital marketers in 2009. As we create our personas on the web, leaving electronic footprints where ever we go in blog posts, tweets, comments and reviews, we give an ever-increasing insight into the products we use, media we consume and people we know. That kind of data is of course a goldmine for marketers (as Mark Zuckerberg hopes to leverage with Facebook Connect) though anything but a light touch will ruin the potential lead.

    If you can reach out, human to human, and politely ask "Would [x product/service] interest you?" and include a link to your content, you're way ahead of the game. If you can earn that reader's trust enough to gain a membership and then continue to tailor your message and offering to them, you'll do well. You might even see their peers finding you online and looking to you for advice -- much as we might come here for your insight, Chris.
  • Good information - as a developer, I'm always just a bit "outside" of these guidelines -

    For me, I actually create what it is that I am trying to sale - many days have passed where I wish that I could just sell something which others have created.

    Alas, my reality is that not only do I have to do what I say that I can do, I also have to sell what I have done. Wearing all the hats takes its toll and the only thing which keeps me rebounding and prevents me from quitting is that I like what I do - I just don't like not making any money, which might end up becoming the louder voice one day soon.
  • Tim Hayden
    Good insight, Chris. I concur with the insight.

    Today's lead-generation is not about the same deisng-same message being pushed and pushed upon a monolithic profile of customer. The "elevator pitch" is lofted up and we are set in motion to react and address the needs of what the audience is lofting in return. Instead of it being a "day-in-the-life" analysis of homogenous reaction, each new opportunity is sure to present itself with a new journey that is unlike the last conversation or sales cycle.
  • Fundamentally I have to say it's a great post. It's funny... the arguments regarding social media's effectiveness as a marketing tool:

    1) Lack of "rules" for forecasting ROI: "If I spend $X and Y hours, what can I reasonably expect back from this whole "Social Media" thingy?"
    2) Not enough penetration of the medium into the general population: "I've heard only 30% of the population uses the internet, and only 10% of THAT use social media. Why waste my time?"
    3) Doubts regarding whether the message when received would be taken seriously enough: "My neighbor's 24 year old son does that twitter thing and he still lives in his mom's basement...that's NOT my target market..."

    You know the same questions and doubts had to be overcome when marketers started using newspaper and then television to "get the message out there." And I think most of you would agree that those mediums worked out okay... for a while, that is.

    Growing pains, anyone?

    What gnaws at the back of MY mind...what medium are we going to "fuss and fleer" over whether it will work or not in the NEXT 10 years??
  • Thanks for the mention in your post Chris. I appreciate the kind words. I also like the term "natural lead generation methodology." You are right I wouldn't call it that, but it makes enough sense to me that maybe I should :-)

    Thanks again,

    Greg
  • I love that. Pithy, practical, short and to the point. Doesn't that just boil back down to the question we're always supposed to be asking, "What can I do to help you succeed?"

    But this one article turned on a light in my brain and cause me to shift my thinking and my marketing strategies at a crucial time when I am re-evaluating absolutely everything I'm doing. I see something very concrete I can do that I enjoy and will be practical help to those who need it.

    Thank you!
  • Great post. It's all about relationship. Relationship begins with trust, integrity, honesty and the like. Get to know me first and then I may buy something from you.
  • Thanks for another thoughtful post Chris. Great food for thought in the comments too. I don't have all of this social media stuff figured out, but I know what we're doing is working. I liken this post to the one you made a few weeks back about "broadcasting" vs. "working the room" - which truly resonated with me.

    As a marketer, it's never been all about one medium and SM is no different. My '09 plans definitely have a shift of dollars and the integration will look different. More importantly, where my time and energy is spent will be different and the execution in traditional channels will also have a new twist.

    Yes, developing traditional ad campaigns is less time consuming than staying on top of Twitter, Google Alerts, blogs, podcasts, comments, forums, etc. It's a completely different type of pressure and demand of time. Change is never easy, but necessary to continue to grow. I know some of the tools will not be for us in the long run but I've got to go through the due diligence to figure it out.
  • There's a strange inertia that exists - the inertia of the status quo. I am finding that the main reason against adopting social media marketing strategies is that there are people with a vested interest in traditional marketing techniques. People with expertise in the old way of doing things (static websites, print people, website designers, well-off execs, etc.). I see it every time a client asks me to create a boring website rather than building one on Facebook. I see it when clients ask me for feedback on website proposals and strategy but balk when I respond with social media proposals. I hear it in all these "return on investment" debates that are taking place across the Internets.

    If this online social media thing is all it's cracked up to be, all of these nay-sayers will have no choice but to get on board sooner or later. The question is, "Will there be any seats left for them on the bus?
  • Wow! Great points Chris. I especially liked your description of the "before the sale" strategy. I think that is probably where I am going to try to focus my web efforts. However, my gut tells me these tactics will probably work better for the B2C markets. With a much larger impact on companies that are trying to hit the ever so sexy "early adopters" category.
  • Brian
    Not so fast my friend. Social networking and trust building make all the sense in the world, but there is one fatal flaw to the Web 2.0 strategies or whatever you want to call them. You make the assumption that everyone will have unfettered access to the Internet. You may have personally created this perfect, digitally connected world and used it to drive new business relationships. In fact, your "twittered world" is what puts food on your table. Unfortunately, not everyone is invited to the Twitter party. Why, you ask?

    Welcome to the world of Web Filtering! Guess what, large corporations and small are catching on to the novel concept that giving people unlimited access to the Internet -- wherever you want to go and whenever you want to do it -- might not be the best way to maximize productivity. I worked for a mid-size company that instituted web filtering. We could only go to business appropriate sites and we could only spend 1 hour per day. It was tough to get used to, but let me tell you that it worked. I was massively more productive. If I absolutely had to go to a website for an extended period of time, there were several kiosks on the floor. Problem solved. And it's not just about productivity. It's about legal liability and protecting the business practices of your organization.

    There is a saying in hockey that says, "Skate where the puck will be." Marketers need to push social networking, but if people don't think there will be more web filtering 10 years from now they are a damn fool. What is the business purpose of Facebook or Twitter for the average person working in a Fortune 500 Company? Your ability to build relationships with your best customers may be permanently revoked. To build relationships, you are going to have to knock on more doors and many of these doors are going to have to be the more in your face conventional methods that we have grown to hate.

    Finally, once conventional media firms (newspapers, magazines, TV) start to figure out social networking (and they will), they are not going to play nice.
  • Right with you Chris.

    I'm interested in how you convince the numbers people. What metrics can you show? (I imagine them asking)

    Is conversion a trust issue :-)

    Matt
  • Matt,
    I don't think it's possible to convince the numbers people...yet. The power of this social media thing is apparent to those who use it, but, like the Internet before it, there will be MANY late-adopters.

    Toby
  • I was also going to comment on the late adopters and the plain old, don't get it don't have time to get it trying to make the numbers non-adopters. People, especially in this economy are going to do more that has worked in the past - it is human nature - it works, repeat it. I think the risk takers will try social media, but I think it will really grow when we get good at communicating the return for the investment. (or time, creativity, staff, money, etc.)
  • I would argue that an economic downturn would be an even better case to adopt online community and social media as a means of lead generation. Sure, fewer companies will have the chutzpah to leave behind the traditional methods of marketing, but the ones that do will emerge from this recession as differentiators and likely in a stronger state than where they are now.

    Of course there will be late adopters and your entire target market may not be riding the community train yet but thats the beauty of online community and social media! It can be a suppliment to the measures that you are already taking to generate those leads - Just beware of canabalizing your existing efforts.

    Jen
  • I'll add to this with one comment. Sales people talk about bringing value to their prospects, becoming "consultative sales people". Marketers need to make a similar shift. Prospects would rather google up a solution and issue a PO than be called on by sales people. The latter will never go away, but the former can be enabled in a much better way. Great post Chris.
  • Chris,
    Like the idea of podcasting as publishing. I recommend people podcast, then send their audio files to Kunaki who will turn it into a CD so you can give them out at tradeshows....cold calls...networking events etc., Repurposing....
  • Chris, interesting you discuss leads and in the same post the movie Boiler Room (that was set on the company AR Barron which I'm very familiar with as I worked on Wall Street for almost 20 years and knew a person who went to jail for his actions at Barron). I now have a website design/development company and find that creating leads and cold calling, yes COLD CALLING has produced the bulk of our customers. As a matter of fact in the years I worked on Wall Street, all the networking and palm pressing and parties etc, my largest customer, $45 million dollar account, was generated from a cold call.

    I find it interesting that social networking (now social media) is such a buzz, but I think that when dealing with the actual bulk of potential customers, they don't Twitter, or Facebook or FriendFeed, as they are simply too busy, and therefore too disconnected to find someone like Webvantix via networking. So, how do we generate our leads at Webvantix...well that's the secret sauce isn't it? Let it be known, if it were from any of the social networking/social media sites we would be starving, as it seems it's a bunch of gurus speaking to other gurus...the nitty gritty small companies out there that hire us are just too busy to participate, and do appreciate the frontal assault of "are you interested in what we have to offer...yes or no."

    Thanks for the opportunity to rant and discuss leads and prospecting--I love it so! Preston Ehrler, www.webvantix.com
  • I agree with Preston - the traditional methods do still work. I think you need to work both SM and traditional methods. There are tried and true processes that work - working a funnel. And, my biggest customer does not even know what a blog is. I think online media in general is missing a large portion of our market because we don't slow down and speak the language of our customers.
  • This system should be used by those companies who are looking for education leads. Rather than merely asking for prospect information such as student interests, they can make their leads more interactive through blogs, polls, and message boards. They don’t only get to educate these students in choosing the most ideal course for them, but they can also get a general feel of what kinds of courses most of them are eyeing for.
  • Andrew
    Sounds good stuff for generating more quality business. Here's another quality resource http://www.bnbuzz.com/lead-generation-technique.... Think this helps too..

    Andrew
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