It’s conventional wisdom to believe that data, analytics, and quantifying buyer behavior is a winning formula for sales leads. And by many accounts, it makes a lot of sense. You’ve already hypothesized what gets B2B prospects buying and now have the numbers to prove them.
But take a step back and retrace that thinking, what came first? Was it the numbers or the behavior? What led you to have this assumption about prospects were looking for? Was it because you already had the big, data-crunching systems in place to tell you or was it something more intuitive?
Are sales leads simply part data and part people?
Despite all the innovations, human empathy is still an important element in B2B marketing and sales. It’s the first step to putting the customer first. Sure you can use the data to understand them better or send more targeted email offerings.
But is it the computer really doing all that guesswork or you? Ultimately, all that data you’re using is just the equivalent to one big calculator. It doesn’t generate its own numbers.
It’s up to you.
You were the first to discover the need – Did you have the graphs and the buyer profiles when you started your first B2B marketing campaign? No. For you, the closest thing to that would be stumbling on a statistic that concerned you. (E.g. X% of organizations suffer from lack of Y). And even then, those statistics would’ve been born from either a similar source or better, yet: Human experience.
You are the one driving yourself to serve – A database only takes in and visualizes the data when you’ve already put it in. It’s not driven by anything else. You on the other hand, are driven by something and your business is just the front. It’s like how online anonymity brings out both the worst and best in human authenticity. Your analytics and your own statistics only enable something that you already have: the capacity to find those in need of something.
You’re the one giving the perspective – A computer will only tell you that the glass is 50%. The same computer will tell you that you only have 50% of your lead quota. It’s ultimately up to you to think if you’re falling behind or making progress. Interpreting data or even just the number of leads isn’t about how well it’s all calculated. There are subjective elements too (from the color impressions of your website to the seeing your pitch from a prospect’s perspective).
Your sales leads aren’t part data, part people. They’re just people that generate the data (much like you). And often times, the only way to make them realize that is to start it from your end. Be a person that goes around simply helping people with their problems, not just because the data told you there was.