Work Smarter, Not Harder: B2B Lead Generation
Don’t you just hate clichés? Don’t they drive you up the wall? Let’s face it; marketing is full of them. And here’s one that I bet all marketers have heard over the last nine months: ‘work smarter.’
In my book, it’s right up there with ‘win-win situation’ and ‘adding value’ in terms of its annoyance potential, but unfortunately, it does have resonance in these times – which makes it all the more irritating. Everyone’s being asked to go that extra mile, to work that bit harder to meet targets, and to achieve objectives. And if they value their job, most marketers will reluctantly comply.
Working longer hours, however, is not really practical or possible in many instances. Therefore the pressure is on both companies and practitioners to be more efficient with their time and effort. Hence: work smarter.
And this is where the new mantra of ‘lead nurturing’ – sometimes called demand generation – comes in. Whether you think this is a new paradigm or just mutton dressed up as lamb, there is surely no argument that this recession makes now the time to embrace these techniques. Marketers need to think differently. They need to work collaboratively with sales, not against them. They need to demonstrate their effectiveness in a language that the board will understand and which has an impact on the bottom line. In other words, they need to deliver, and lead nurturing offers them the means and the ability to do this. It’s the ultimate way of working smarter.
A lot has been written about the potential of lead nurturing and demand generation in B2B marketing in recent months – too much, you might think. But I genuinely believe that it can and should be fundamental to the future of your marketing. As a senior marketer from one FTSE100 company said to me recently at the IDM B2B Marketing Conference, it’s a ‘game-changing moment.’
As a result, the May issue of B2B Marketing once again focused on this issue, intending to convert more of the skeptics, and hopefully help the believers to embrace the opportunities better. Why should you care? Well, to use another cliché, if you ignore lead nurturing, you’ll be as dead as a dodo.