The basic definition of lead generation has always simply been the attempt to generate interest in a product or service. It’s not that surprising then that advertising can fall under this definition. However, at times it pays to remember that there are many reasons for generating leads just as there many ways to go about it.
Now first things first, let’s look at advertising. The simple goal of advertising is to draw people’s attention to a product in the hopes that it might attract those in need to come closer correct? In this method, the interest generated is already an automatic guarantee provided that the ads are placed or broadcast reach the intended audience.
However, this may not necessarily work for products that target a far too specialized type of prospect. This is usually the case of B2B products like, for instance, Business Intelligence software. Frankly, there’s only one kind of person who would benefit greatly from a computer application that lets them monitor their vast company in its entirety: a CEO.
Obviously these people aren’t the type to just pay attention to a billboard or a news advertisement. You need something more personal and direct. In order for a direct approach to work though, you need to first gather information to be sure they might take interest in what you have.
Usually a simple and polite phone call is the most professional way you can confirm such information which is why suppliers of BI software are often suggested to try software telemarketing.
Using telemarketing for B2B lead generation is a rising trend these days because of the way they harness their communication skills to talk to target prospects. If you know someone who might benefit more from an information-based lead generation strategy, why not tell them about it?