Trust and the Big Lie of Lead Generation

Last Friday, someone filled out this form to download content. It’s exactly the theme of this post. People lie.

(By the way, we no longer deliver the content after the form is completed, we email a link to the content. This ensures they use a valid email address.)

First Name : zxzx Last Name : zxzx Email (valid corporate email address is required) : [email protected] Job Title : Sales Leader Phone # : sdsd Web Site URL: dsds

Vince Giorgi writes the blog TouchPoint City and he recently wrote a very

Pinocchio

provocative post called The Big Lie of Lead Generation.

I wish to comment about it there.

The big lie Vince cites is this.

People put fictitious information on registration forms on your landing pages. Why? They don’t want to opt in to your telemarketing and email campaigns.

More than 1/2 admit to faking phone numbers. When asked why they put in fake information, almost 3 out of 4 cited “Avoid follow-up sales calls or marketing contacts.”

Even IBM screws up. In a recent CMO study, they ask for not only name and email, but phone number, company size, street address and phone number.

I abandoned it and I bet a lot of other people did too. Really dumb move by IBM – asking WAY too much.

What’s the marketing take-away here?

Earn trust and use progressive profiling.

It’s not enough to capture information – a people who don’t trust your company don’t provide accurate information. Your brand is important, people must trust it.

This is why you need a good, frequently updated blog (this blog posts 7 days a week) and to be active on social media – listening and sharing.

Becoming a thought leader and establishing a trusted company, like Find New Customers, (who’s motto is “Always be helping”) is key in getting accurate information.

What do you think? We love comments and our subscribers.