It’s said that technology never ceases to amaze. However, nobody ever really talks about how the latest piece of tech still winds up topping the charts in terms of expense.
Sure, you could say that compared to previous generations, today’s technology is cheaper compared to the labor costs of old business processes and their respective systems. Even so, it’s still not the age where a minimum wage worker can afford the latest iPhone. All the latest and greatest tech infrastructures are still likely to be expensive. It’s not going to be easy marketing these products if a large percentage of your target audience is still not yet ready budget-wise.
For some, Game of Thrones serves as a fantasy author’s take on the world of politics, business, and all the ugly things that underlie them. But for others, it also serves another lesson beyond those: The power of technology.
Now as a software company, some of those working in one might not immediately think that their tool is anything like the dragons of Daenerys Targaryen. But in reality, that’s exactly what your technology could be: A dragon burning its way across the real world’s game of thrones. Your lead generation strategy serves but only one crucial role: The herald.
What do Easter egg hunts have in common with software leads? It’s the urge to collect something. Plenty of business models capitalize on this urge whether it’s collectible toys, high fashion wardrobes, or the latest automobiles.
But for a B2B salesperson, your software leads can create a similar urge. Unfortunately though, it can be hard to cultivate when you don’t know how to keep these leads in good supply.
There’s a lot for a marketer like me to say when I read about manufactured empathy. If you haven’t heard the phrase, it’s really just one of the many ways people criticize the ‘fakeness’ in a lot of marketing stunts.
“Oh this was clearly sponsored.”
“This is so an ad.”
“Someone paid for this.”
In my opinion, it’s a little beside the point. But at the same time, it makes me sympathize with really scrupulous salespeople who don’t like ERP software leads that have a ‘manufactured’ fee. They want a process that ‘naturally’ generates potential clients. No smoke and mirrors. No doctored screenshots of the software. Is this so hard these days?
With the celebration of International Women’s Day, some people take it as an opportunity to talk about issues like implicit bias. Apparently, you can find it everywhere (even within, oh-so-professional confines of your software appointment setting strategy).
In all seriousness though, worrying too much about it is not the best attitude if you’re already having a hard time just getting any prospect to give your software company a chance.