Bring human touch to your leads

When was the last time you picked up the phone to an unknown caller?

Scratch that, maybe you did. You never know. But when was the last time you let them finish their introduction before politely interrupting with ‘I’m not interested’ (or, less politely, hanging up mid-speech)?

Cold calling is dead.

A staple of sales lead generation is on its way out. But it might be a blessing in disguise. It has given you the opportunity to not only build stronger relationships with your potential clients, but has opened the door to a real alignment between your sales and marketing teams.

Consider the ways that lead generation typically function.

1. You acquire as many leads as possible
2. Some are qualified
3. Less are qualified and interested
4. Sales handles the rest

Marketing-to-sales misalignment is nothing new. But it isn’t helped by marketing acquiring unqualified leads and handing them off to sales. Or marketing and sales disagreeing on what a ‘lead’ even looks like.

Now imagine everyone worked together….

While it might sound like magic, account-based marketing means no more wasting time with a mass of unqualified leads. And, when B2B sales are often expensive, high-risk, but high reward, investing in a focused approach can really pay off. You engage prospects earlier and build stronger, human relationships.

When digital reigns supreme, a little human touch every now and again is key.

In today’s podcast, Daniel Rowles discusses account-based marketing’s impact on not only business-to-client relationships but internal alignment between teams. This one is a great look at the internal impact of a change in marketing strategy.