Defining software leads has to be the most ancient struggle between sales and marketers inside the industry (and outside it for that matter). While marketers struggle to hit quotas, their lack of consideration for the sales perspective is a common complaint. Meanwhile, another common complaint is that salespeople are too picky and too dismissive of leads coming from their marketing department.
You’ve heard this story before but when trying to get both sides to get along, exactly how have you defined picky when it came to qualified software leads?
As Germany goes home with its fourth World Cup, it makes you want to look back and see just how many people all over the world got up to watch the game live. Coincidentally, these global viewing habits are similar to those looking to score global ERP leads for their own software firm.
Experimentation is part and parcel of B2B marketing and lead generation. You’ll always be mixing and matching forms of communication. Lists have to be always refined to adapt in changing target markets. Also, being risk-averse is just not generally good for business in general.
Of all the times I decided to watch an actual, live, World Cup match it had to be the one between France and Germany. Given my habitual penchant for seeing stereotypes, I had to really hold myself back. And no, I’m not sure it helped it was also the same day FIFA was celebrating non-discrimination.
But when you think about it, old rivalries have been making good marketing material for years. And to an easy extent, that’s obviously good for your lead generation campaigns.
Targeting in lead generation normally goes in two directions. There’s sticking to a green pasture and then shifting to a ‘greener one.’ What is not often considered is the idea of a wider pasture. That is continuing to tend the present market but gradually expanding to the greener one.