Lead Generation Tips – Cheap Tactics Are Just Irrelevant

Whether it is software lead generation or popular advertising, software companies who resort to cheap tactics are not just treading the wrong way. They are on a doomed mission of self-irrelevancy. The best example has been observed by this article from Forbes on the use of ‘booth babes.’ Gender-inequality issues aside, the articles (and its comments) indicates one more thing wrong with cheap lead generation tactics: they have nothing to do with substance.

A Lead Generation Strategy Should Express The Substance Of What It Is Marketing

‘Sex sells’ you say? Well here is the problem: You are not selling sex. You are selling software. Therefore, that should be the primary focus of your lead generation campaign. Another thing you should not forget is that you are targeting qualified software leads. Pretty waitresses in mini-shorts might work for Hooters but it will not fly with highly critical decision makers.

Before you try to pull any marketing stunt for your lead generation campaign, seriously ask yourself the following questions:

• What does this have to do with the product? – When your prospects are being exposed to your message for the first time, they will want to know what it is. In prospecting, getting a decision maker’s attention is already an objective in of itself in your typical lead generation strategy. What are they looking at and what does it have to do with what you are offering?

Related Content: Lead Generation Tips – Don’t Market Just Anything!

• Does it present the best sides of your software? – The next question should only emphasize on your answer to the first. What does this tactic do to show prospects the best side of your product and improve your lead generation strategy even further? A visually impressive demonstration might do better than just throwing in one of your better-looking employees in an office suit (if she even is an employee).

• Will your prospect like what they see in your product? – Keyword here is product, not the pretty lady holding it. In fact, it says a lot about you as a company when you do a better job screening models than you do actually engineering software. Again, your sales lead generation strategy is about showing what prospects like in something they will be using to manage their enterprise.

In fact, a ‘cheap’ tactic is not even cheap at all! Have you ever checked how much you spent recruiting models and giving them those rather tight-fit skirts and such? Compare that to how much you could have spent on other lead generation methods. Perhaps instead of a pretty face, you could have just went and optimized your website to attract more relevant visitors. That is closer to what it means to use targeting for lead generation.

Related Content: How Much Does Lead Generation Thrive On Publicity?

When your lead generation strategy deliberately diverges from the actual product, you are just pulling wool over people’s eyes. Worst still, the particular people you are targeting do not take kindly when you do not take their business seriously enough.

So the next time you want ERP software leads, make sure it is about ERP software. Do not go for cheap, quick-fix tactics similar to ‘booth babes.’ They have nothing to do with what you need for a lead generation strategy (let alone your product).