Four Ways To Get Inside Your IT Leads’ Heads

One of the difficulties of marketing in the information technology industry is, surprisingly, the introduction of your latest product or services. No matter how cool or awesome your product will seem to you, or how aggressive your IT lead generation campaign (for example, using social media, e-mail, or telemarketing), if the prospect does not like it, then you will not get any IT leads at all. You need to know first what is really going on inside your prospects heads. Only then will you be able to generate B2B leads. It is a simple answer, but may sound too complex for the average marketer. But it is not. You just need to remember a few points.

First, use technology to gain a better picture. Sometimes, what you have in mind may not be what your market has in mind. Getting an inside look in the habits and preferences of your prospects can help position your product in the market. You might need to conduct telephone surveys, tests, or use research tools to get a better picture of your market. Your aim here is to get as much relevant customer information as you can. Your ability to convert prospect into qualified B2B leads depends on it.    

Second, use your own product or service. How can you describe to your prospects how your offer works if you do not experience it yourself? Apart from getting a first-hand experience with how to use your product or service, you might also discover minute chinks that you would have otherwise overlooked had you just observed. Remember Unilever’s Persil Power fiasco? While it does not amount to actually using the product on their clothes, had the researchers used it on an actual fabric, they would have known how disastrous the detergent formulation was.

Third, use prototypes. Nothing could be closer to the real thing than a prototype. If your prospects want to experience, first-hand, what it is like to use your product or service, then show them a prototype. Sure, it may not be exactly what you claim it to be, but as long as it gives them an idea, then it mill work just fine. Besides, a prototype can open up customization possibilities that you might want to offer (which will make your appointment setting task easier to fulfill).

Lastly, get out and observe. Sometimes, when you draw up a blank on how to best market to business prospects, heading out to the field might be a good idea. Observing how your prospects go about their work can provide you a glimpse, or perhaps the inspiration, to produce a better marketing pitch, or maybe a product that will actually sell.

Of course, you should also keep in mind the marketing team that you entrust your firm to. You can consider yourself lucky if you have a marketing team of your own. But if not, there is still no reason for you to worry. You can always outsource it to a professional IT lead generation firm or to an IT- specialized telemarketing agency.