|By Ardath Albee||
|February 12, 2014 12:37 PM EST||
I just read the State of B2B Lead Generation report from Buyer Zone and I have to say that my heart sunk a bit. That nearly 50% are sending inquiries directly to sales as "leads" was disheartening enough. But when asked where they'd spend budget if they had money to burn, the answer from 31% of B2B marketers was to buy more leads. The majority of marketers said that increasing lead quantity was the key to their success.
If you haven't guessed - the remainder of this post is a bit of a rant. Fair warning.
Have we learned nothing? Do marketers walk around with blinders on? Or is it wishful thinking that force feeding our funnels can solve all of our problems?
Somehow this notion makes me feel kind of slimy. Like marketers are pandering to a B2B Lead Slave Trade where buyers are bought and forced to endure marketing and sales hell until they can break free of the shackles of this inhumane treatment.
Okay, so I'm being a bit dramatic. But, do you like it when you end up on the receiving end of emails from companies you've never heard of or given permission to hear from about stuff you have no interest in?
Do you enjoy downloading a paper and getting called from a clueless salesperson to "follow up with a demo" when you were simply interested in the topic of a white paper?
I thought not. So why is it we still feel like this is the way to go? It's kind of one of those "do unto others" things. But, for some strange reason we act like it doesn't apply to marketing.
I'm going to start by blaming the CMO, CSO and executive team. Until marketing performance is graded on quality, rather than quantity, you're driving the B2B Lead Slave Trade.
What the Buyer Zone report found is that B2B marketers are actually getting pretty good at generating their own leads but feel that they've exhausted their internal skills to amplify the volume, so they resort to buying them. You're selling yourselves short; taking the easy way out.
I'd argue that if the leads generated were really leads, marketers wouldn't have this problem. Although marketers in mid to large companies say they're tracking qualification and close rates, it appears they're doing this more as bystanders than as active participants with accountability. (See the immediate turnover of leads to sales above)
So now it's time to assign blame to marketers perpetuating the crime. It's not okay to abdicate yourself from your participation in the B2B Lead Slave Trade by taking a hand's off approach as you toss leads over the wall and rely on sales to sentence them to hard labor as they seek to reach the number. Your hands are still dirty.
Set Your Slaves Free
Buying leads is lazy. It's all about you and nothing about them. The hard part about marketing in this noisy world is that attracting attention and then sustaining it isn't for the faint of heart. It takes hard work, dedication and a buyer-first mindset. But it's worth it.
When you create and share ideas that your target audiences need and want, they will opt in willingly to get more. They'll be interested in dialogue to learn more about the expertise your company brings to help them achieve elusive objectives. A lead isn't created in one touch - not usually. Just like you don't become best friends when you meet someone the first time.
In the report, the company website barely eked by lead generation services as the number one source of leads. I guarantee you that you have not exhausted the potential of that property to generate leads. You're probably not even close. The same is likely true for email, social media, SEO and word of mouth - ranked 3 - 6.
Instead of buying your way to lead quantity, it's time to focus on improving your skillsets and market approaches for gaining attention and sustaining engagement to improve lead quality. Roll up your sleeves and get to know your buyers. The buy and toss method doesn't help you do this.
There May Be a Bit of an Upside...
B2B marketers were asked, "Looking ahead, what will be the key game changer for the future of lead generation success?
First response by 21.1% was increasing the quality of leads. Lead nurturing came in second with 12.8%.
Kudos to one fifth of marketers for at least knowing they're not hitting the high notes. The remaining 79% may be in serious trouble as buyers continue to fight for their freedom.
SYS-CON Events announced today that IceWarp will exhibit at the 17th International Cloud Expo®, which will take place on November 3–5, 2015, at the Santa Clara Convention Center in Santa Clara, CA. IceWarp, the leader of cloud and on-premise messaging, delivers secured email, chat, documents, conferencing and collaboration to today's mobile workforce, all in one unified interface
Sep. 1, 2015 03:00 PM EDT Reads: 439
In his session at @ThingsExpo, Lee Williams, a producer of the first smartphones and tablets, will talk about how he is now applying his experience in mobile technology to the design and development of the next generation of Environmental and Sustainability Services at ETwater. He will explain how M2M controllers work through wirelessly connected remote controls; and specifically delve into a retrofit option that reverse-engineers control codes of existing conventional controller systems so they don't have to be replaced and are instantly converted to become smart, connected devices.
Sep. 1, 2015 02:45 PM EDT Reads: 136
The Internet of Things is in the early stages of mainstream deployment but it promises to unlock value and rapidly transform how organizations manage, operationalize, and monetize their assets. IoT is a complex structure of hardware, sensors, applications, analytics and devices that need to be able to communicate geographically and across all functions. Once the data is collected from numerous endpoints, the challenge then becomes converting it into actionable insight.
Sep. 1, 2015 01:00 PM EDT
With the proliferation of connected devices underpinning new Internet of Things systems, Brandon Schulz, Director of Luxoft IoT – Retail, will be looking at the transformation of the retail customer experience in brick and mortar stores in his session at @ThingsExpo. Questions he will address include: Will beacons drop to the wayside like QR codes, or be a proximity-based profit driver? How will the customer experience change in stores of all types when everything can be instrumented and analyzed? As an area of investment, how might a retail company move towards an innovation methodolo...
Sep. 1, 2015 12:45 PM EDT Reads: 474
SYS-CON Events announced today that HPM Networks will exhibit at the 17th International Cloud Expo®, which will take place on November 3–5, 2015, at the Santa Clara Convention Center in Santa Clara, CA. For 20 years, HPM Networks has been integrating technology solutions that solve complex business challenges. HPM Networks has designed solutions for both SMB and enterprise customers throughout the San Francisco Bay Area.
Sep. 1, 2015 12:30 PM EDT Reads: 909
Consumer IoT applications provide data about the user that just doesn’t exist in traditional PC or mobile web applications. This rich data, or “context,” enables the highly personalized consumer experiences that characterize many consumer IoT apps. This same data is also providing brands with unprecedented insight into how their connected products are being used, while, at the same time, powering highly targeted engagement and marketing opportunities. In his session at @ThingsExpo, Nathan Treloar, President and COO of Bebaio, will explore examples of brands transforming their businesses by t...
Sep. 1, 2015 12:15 PM EDT Reads: 249
Through WebRTC, audio and video communications are being embedded more easily than ever into applications, helping carriers, enterprises and independent software vendors deliver greater functionality to their end users. With today’s business world increasingly focused on outcomes, users’ growing calls for ease of use, and businesses craving smarter, tighter integration, what’s the next step in delivering a richer, more immersive experience? That richer, more fully integrated experience comes about through a Communications Platform as a Service which allows for messaging, screen sharing, video...
Sep. 1, 2015 11:45 AM EDT Reads: 673
SYS-CON Events announced today that Pythian, a global IT services company specializing in helping companies leverage disruptive technologies to optimize revenue-generating systems, has been named “Bronze Sponsor” of SYS-CON's 17th Cloud Expo, which will take place on November 3–5, 2015, at the Santa Clara Convention Center in Santa Clara, CA. Founded in 1997, Pythian is a global IT services company that helps companies compete by adopting disruptive technologies such as cloud, Big Data, advanced analytics, and DevOps to advance innovation and increase agility. Specializing in designing, imple...
Sep. 1, 2015 11:45 AM EDT Reads: 321
As more and more data is generated from a variety of connected devices, the need to get insights from this data and predict future behavior and trends is increasingly essential for businesses. Real-time stream processing is needed in a variety of different industries such as Manufacturing, Oil and Gas, Automobile, Finance, Online Retail, Smart Grids, and Healthcare. Azure Stream Analytics is a fully managed distributed stream computation service that provides low latency, scalable processing of streaming data in the cloud with an enterprise grade SLA. It features built-in integration with Azur...
Sep. 1, 2015 11:15 AM EDT Reads: 289
SYS-CON Events announced today that Micron Technology, Inc., a global leader in advanced semiconductor systems, will exhibit at the 17th International Cloud Expo®, which will take place on November 3–5, 2015, at the Santa Clara Convention Center in Santa Clara, CA. Micron’s broad portfolio of high-performance memory technologies – including DRAM, NAND and NOR Flash – is the basis for solid state drives, modules, multichip packages and other system solutions. Backed by more than 35 years of technology leadership, Micron's memory solutions enable the world's most innovative computing, consumer,...
Sep. 1, 2015 09:45 AM EDT Reads: 242
Contrary to mainstream media attention, the multiple possibilities of how consumer IoT will transform our everyday lives aren’t the only angle of this headline-gaining trend. There’s a huge opportunity for “industrial IoT” and “Smart Cities” to impact the world in the same capacity – especially during critical situations. For example, a community water dam that needs to release water can leverage embedded critical communications logic to alert the appropriate individuals, on the right device, as soon as they are needed to take action.
Sep. 1, 2015 09:00 AM EDT
With the Apple Watch making its way onto wrists all over the world, it’s only a matter of time before it becomes a staple in the workplace. In fact, Forrester reported that 68 percent of technology and business decision-makers characterize wearables as a top priority for 2015. Recognizing their business value early on, FinancialForce.com was the first to bring ERP to wearables, helping streamline communication across front and back office functions. In his session at @ThingsExpo, Kevin Roberts, GM of Platform at FinancialForce.com, will discuss the value of business applications on wearable ...
Sep. 1, 2015 08:00 AM EDT
As more intelligent IoT applications shift into gear, they’re merging into the ever-increasing traffic flow of the Internet. It won’t be long before we experience bottlenecks, as IoT traffic peaks during rush hours. Organizations that are unprepared will find themselves by the side of the road unable to cross back into the fast lane. As billions of new devices begin to communicate and exchange data – will your infrastructure be scalable enough to handle this new interconnected world?
Sep. 1, 2015 08:00 AM EDT Reads: 168
While many app developers are comfortable building apps for the smartphone, there is a whole new world out there. In his session at @ThingsExpo, Narayan Sainaney, Co-founder and CTO of Mojio, will discuss how the business case for connected car apps is growing and, with open platform companies having already done the heavy lifting, there really is no barrier to entry.
Sep. 1, 2015 08:00 AM EDT Reads: 147
WebRTC has had a real tough three or four years, and so have those working with it. Only a few short years ago, the development world were excited about WebRTC and proclaiming how awesome it was. You might have played with the technology a couple of years ago, only to find the extra infrastructure requirements were painful to implement and poorly documented. This probably left a bitter taste in your mouth, especially when things went wrong.
Sep. 1, 2015 03:00 AM EDT Reads: 466
Too often with compelling new technologies market participants become overly enamored with that attractiveness of the technology and neglect underlying business drivers. This tendency, what some call the “newest shiny object syndrome,” is understandable given that virtually all of us are heavily engaged in technology. But it is also mistaken. Without concrete business cases driving its deployment, IoT, like many other technologies before it, will fade into obscurity.
Aug. 31, 2015 09:00 PM EDT Reads: 381
The Internet of Things (IoT) is about the digitization of physical assets including sensors, devices, machines, gateways, and the network. It creates possibilities for significant value creation and new revenue generating business models via data democratization and ubiquitous analytics across IoT networks. The explosion of data in all forms in IoT requires a more robust and broader lens in order to enable smarter timely actions and better outcomes. Business operations become the key driver of IoT applications and projects. Business operations, IT, and data scientists need advanced analytics t...
Aug. 31, 2015 02:30 PM EDT Reads: 427
Akana has announced the availability of the new Akana Healthcare Solution. The API-driven solution helps healthcare organizations accelerate their transition to being secure, digitally interoperable businesses. It leverages the Health Level Seven International Fast Healthcare Interoperability Resources (HL7 FHIR) standard to enable broader business use of medical data. Akana developed the Healthcare Solution in response to healthcare businesses that want to increase electronic, multi-device access to health records while reducing operating costs and complying with government regulations.
Aug. 26, 2015 07:00 AM EDT Reads: 200
For IoT to grow as quickly as analyst firms’ project, a lot is going to fall on developers to quickly bring applications to market. But the lack of a standard development platform threatens to slow growth and make application development more time consuming and costly, much like we’ve seen in the mobile space. In his session at @ThingsExpo, Mike Weiner, Product Manager of the Omega DevCloud with KORE Telematics Inc., discussed the evolving requirements for developers as IoT matures and conducted a live demonstration of how quickly application development can happen when the need to comply wit...
Aug. 2, 2015 11:15 AM EDT Reads: 560
The Internet of Everything (IoE) brings together people, process, data and things to make networked connections more relevant and valuable than ever before – transforming information into knowledge and knowledge into wisdom. IoE creates new capabilities, richer experiences, and unprecedented opportunities to improve business and government operations, decision making and mission support capabilities.
Aug. 1, 2015 10:00 AM EDT Reads: 493