“Do I want to meet you? Do I care your VP is in town and wants to understand my challenges (aka figure how to sell to me)? What makes you think your product or service addresses a need I happen to have, and I’m obviously too busy or thick to make myself aware of the suppliers who have a suitable offering, charge a price I’m happy with and last but not least that I know and/or trust?… Mmmm thought so”
This comment was posted on LinkedIn by a frustrated CISO and has generated a considerable amount of interest with over 350 likes and 160 comments. Although not everyone agreed with his sentiments, the fact remains that more and more people are getting annoyed and put off by cold callers and spam emails. The blanket approach of a generic script for every call or email causes frustration by its recipients and instead creates a disinterest to work with that person or company. The value of generating leads via cold calling is being questioned repeatedly.
Welcome to the world of Account Based Marketing.
One type of lead generation is what’s required to meet the current expectations of potential leads. Account Based Marketing is a strategic approach to business marketing in which an organization considers and communicates with individual prospect or customer accounts as markets of one.
What does this mean?
It means that we understand that there are many decision makers and influencers involved in any given project, it’s the process of identifying them, connecting and engaging with them to understand their requirements before approaching them with a service or offering. It’s a targeted, personalised approach which uses a bespoke blend of marketing and lead generation tactics which is often more appreciated and results in receptive, positive responses.
Alisha recently talked with Doug Woodburn of CRN on how not to be the next IT service provider named and shamed on Social Media for bombarding prospects with forceful telesales tactics.
“IT Vendors and their marketing agencies need to start understanding that there is no “silver bullet” and accept it takes time to build genuine awareness and interest. Demand Generation campaigns should be strategic and measured by the opportunities generated and revenue closed, rather than the tactical / worthless “meetings booked” or “emails opened” which only creates a culture of spamming and pestering… Every campaign we conduct on behalf of our clients is built on a depth of understanding of their target organization and the prospects within them, using a bespoke blend of tactics however always mindful to respect their prospect’s time. Quality rather than quantity”
The CISO mentioned above makes a great point here about sales and how educating your prospect on why your offering will help them, will be more successful than cold calling. Here at FMXA we know that cold calling is on its way out. Today it takes a combination of Integrated Marketing and Account Based Marketing to meet new contacts and ultimately create new leads which will result in long lasting relationships beneficial to both parties. We will be interviewing this CISO on this topic ……………… Stay tuned.