B2B marketing and lead generation are concepts really like to evoke “strictly business” mindset. It’s easy to assume that branding, culture, and lifestyle are automatically thrown out the window.
That doesn’t exactly make it correct though. Lifestyle in particular can be a very important factor when it comes targeting, nurturing, and (obviously) setting appointments. The word is not defined by the separation of work and life. It is essentially the whole package.
You’ll find this to be true enough when you’re working in financial management. If you’re targeting small businesses, there may not a lot of lifestyle during work hours. But imagine, for instance, you offered your services to the likes of Donald Trump?
Executives like him really wear their business on their sleeve. They’re icons of the upper class. So naturally, their lifestyles would greatly reflect on both work and life. The distinction between the two grows less significant compared to other serious matters. In Trump’s case, consider his Seven Springs mansion. He originally planned it to convert the estate into a golf course but now it’s his family’s private summer getaway. Imagine yourself as Trump’s financial adviser. Can you separate the impact of his decisions from that on his work and that of his lifestyle? No.
The same situation can happen to any prospect you encounter during your lead generation campaign. The impact of their lifestyles on their work and their business can be so evident that it’s impossible to ignore. How exactly does this all add up though? What are the exact details to watch out for when lifestyle choices impact the process of qualifying financial prospects?
- Start with spending – While it’s common practice to keep company finances and personal finances separate, spending habits can be a different case. For one thing, they can exist in a single person responsible for overseeing both: your prospect. Take note of their spending habits both inside and outside the context of their work.
- Understand their values – Many prominent business heads and industry leaders aren’t shy of mixing their work ethics with their family values. Just look at this Father’s Day article on Forbes (featuring Trump and other married business celebs). Once you get a conversation rolling with this level of prospect, you need to understand the history of their values and why they just do things the way they do.
- Recognize the PR side – Finally, you shouldn’t also forget that there’s plenty of marketing still involved. Executives, industry heads, and thought leaders are more pronounced in public because that’s how they promote their own businesses. This in turn gives them a bit of a superstar status and that in turn intertwines with their lifestyle.
If you’re used to targeting a market that’s more or less ‘strictly business,’ don’t expect the prospects to be high profile. On the other hand, aiming higher means you have to gradually disregard the work-life distinction and understand the impact of an upper class lifestyle.