Lead generation without friction is the end goal for any business or service. Capturing a lead at the right time, with the right offer is how the most powerful businesses are able to keep their doors open. In the past, a veteran sales person was in charge of understanding timing, current needs, and offers which are valuable enough to drive a sale.
For many B2B businesses, there is little to no need for a sales force. Although today’s major platforms currently lack the depth needed for there to be a proper market for many businesses to transfer their lead generation and sales efforts strictly to a digital approach.
What are the variables that we are waiting for to help businesses make this switch?
More maturity in the people who are influenced through most major platforms. Although there is an increase amount of purchasing power turning to the internet to make their decisions. there is a difference between the younger generation and the older generation on how we consume and act on the information which we receive.
The reason why I am confident that this will impact people in a way that will keep them acting on the information that they are told is because I have learnt myself what accelerating your learning can teach over a short period of time. Although it is tough to see due to the majority of people consuming what they already know, there is an incredible amount of value that people can receive overtime by being targeted as a professional group. You are able to fill the information gap using your products or services as long as you continue to bring your audiences value.
What will make the market run towards this new method of marketing?
As revenue climbs from an increase in online transaction size and volume across the board, costs will continue to rise for marketers as the value receive will be much more direct and valuable. After systems are in place, it is up to media companies to create content for target audiences and their counterparts in order to capture the attention of a target market and bring them value with a selection of products and services.
This will be done using two mediums, depending on the size and position of any given business.
S&B’s should use influencers to help build up their starting audience. Depending on the budget, there are options to duplicate a small audience to scale a small sample size inside their target market.
Large corporations should outsource their media to keep their story fresh as possible in order to capture as large of an audience as possible without needing to push or force any product, service, or opinion. When the audience is built properly using the right sources, the content put out by the brand will speak for itself.
Dividing audiences into categories and advertising to them individually using a catalog of matching products or services will let corporate businesses implement themselves online by leveraging modern branding and delivery methods to take advantage of what digital has to offer.
Remember where you and your customers are interacting. The Facebook platform is one in which you must give value and implement a multi touch approach to truly be successful. Give value to your audiences, then use retargeting to get in front of them and develop them into true leads.