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Lead Generation Tips – Don’t Market Just Anything!

Sales Management

Just because something could use a lead generation campaign does not mean you should go on ahead. Some things, despite their marketing value, are not worth promoting. The reasons for it range from the ethical to the plainly obvious. Before every campaign, make sure there is nothing glaring about your offers or products that will incite a massive backlash.

Lead Generation Goals Should Aim Higher

For example, suppose you managed to develop HR technology that allows recruiters to look into the social media activities of candidates. Now while technology like that can be possible, is it really a good idea? Will prospects embrace a lead generation campaign geared towards popularizing it? Are the implications worth ignoring so long as you get a lot of HR leads?

Obviously, the answer is no! You should know by know that such technology could sprout really thorny issues surrounding privacy and even human rights. Promoting it via lead generation will only fan the flames of negative responses to something so sensitive.

Of course, you might think that a lot of prospects are capable of making things a ‘thorny issue’ even though they are not. How can anyone know for sure that their lead generation approach will not spawn protests?

  • 1. Evaluate the core concept – Lead generation is about taking the simple heart of a product’s concept and then sharing it with the market. In the case of the example though, the simple concept of evaluating social media behavior is already dodgy. Sites like Facebook emulate a social setting and people’s behavior in such a setting is significantly different from professional work places.
  • 2. Do a bit of legal consulting – Instead of asking a lawyer, you can first review the product amongst yourselves before sharing any lead generation ideas. Privacy is a commonly known concern among IT professionals. Anything that allows you to view confidential information (e.g. personal photographs) automatically clashes with that.
  • 3. Your own defense – Will your lead generation campaign sound more like a marketing strategy or a propaganda machine? The former is simply a plan on popularizing the benefits of a product. The latter is preoccupied with answering objections and writing defenses for the product’s core concept. Do you really want lead generation to be more argumentative than simply positive?
  • 4. For what it is really worth – Finally, is it really worth all this trouble? This type of HR technology does not exactly deliver information of the best kind. An effective lead generation strategy really emphasizes on the total value of a product. It should not rely on just its marketing image to deliver something relevant to people’s needs.
  • 5. The crowd it puts you in – Sure, going through with your lead generation plan might net you a lot of prospects. However, are these prospects really the kind you would want to serve. Do you not find anything odd about the type of practices they engage in? You do not want to hang with the wrong crowd now do you?

Some things are just not worth marketing no matter how possible or how ‘effective’ the lead generation strategy will be. Just because something does not sound illegal and gets you HR software leads, does not mean that is all there is to it. Do not market anything just because you can!

Lead Generation Tips – Don’t Market Just Anything! image ERP16

Comments on this Article: 2

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  1. Hey, thanks for this. I so often get calls to help a company design a Lead gen program and then with just a little probing, determine that the program is doomed for failure for many of the reasons that you stated above. Lead gen can be time intensive and expensive and cos should heed your advice (and mine too!!!!):)

  2. Hi, excellent article. What you say is quite true. From my experience, no matter how good you are in generating B2B leads, if the actual product or service being offered is mediocre (or worse), then the entire lead generation campaign will fail. You really have to take a step back and examine your offering first.

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