Here’s a simple tip if you want a successful lead generation campaign: offer tips to your prospects and customers!
It’s a common notion that both software vendors and more traditional businesses sometimes just can’t connect. Although, with IT and advanced communications driving the world through information, both industries inside and outside software are drawing closer because of increasing, common needs. Two of those would be lead generation and marketing. That’s why it’s all the more important for these two parties to connect and relate.
For example, tools like big data CRM are becoming mainstream throughout the entire business world. Though despite that, many traditional businesses often struggle when using the technology for the first time. Derrick Harris of Gigaom affirms this in his own article:
“Big data is going mainstream, but there are still plenty of lessons to be learned from Silicon Valley data scientists whose businesses depend on data to survive. Although their use cases don’t always align with what more-traditional businesses are doing, they know enough about the science and technology to save big-data newcomers a lot of frustration.”
This is where you start giving tips in your marketing materials for your CRM lead generation campaign. In fact, you can consider Harris’ article as one example. Take some of the following ideas he’s presented. Some of these can be posted on your own website (with added input from your own experience). Furthermore, it has applications in marketing as well:
Idea #3: Knowing what to kill
“Rather, he explained, using data to determine what features aren’t doing help a company like Salesforce.com decide to put those resources into more-valuable features. “Sometimes it’s more important to know what to kill,” he said.”
Not all features are going to be a big hit and not all tips are that useful. That’s why getting customer feedback and understanding satisfaction are important. Learn to prioritize what kind of advice to give with regards to a customer’s experience.
Idea #4: Providing context
“To put it another way, if users know why they’re being shown a particular piece of content or offer or recommendation, they’re more likely to check it out. As a senior data scientist at StumbleUpon, explained, his company invests heavily in big data technologies and data science techniques in order to put the most-relevant web content in front of each user, but knows it’s not enough to expect those users to just trust the service’s judgment.”
Each of your sales leads are unique so don’t just limit the knowledge of context to just marketers. Make sure they inform your salespeople about a prospect’s own software priorities, specifications, and preferences.
Idea #5: Transaction data VS search data
“PayPal is trying to traverse this gap, however, beginning with the transactions it processes and using the other data at its disposal (both internally and from external sources such as Facebook and Gnip) to try and figure out who its customers really are and what they really want.”
You can find a connection between ideas 4 and 5. Make sure salespeople are also willing to share knowledge with marketers from their own experience on what customers are like when they’re viewing marketing materials. This should help them grow dynamic when it comes to disseminating tips on how to use big data.
Customers like an expert, especially a credible one. Thus, it’s only common sense that you share some of your expertise so that they can have more benefits than pains when they acquire your product.