You know what - I’ll admit it, here and now. *Deep breath* I’m one of those people… Yes, one of those advertising-loving nut jobs who refuses to go to Super Bowl parties so that I can sit in silence and actually watch the commercials. Don’t get me wrong, the sports ball and I are acquaintances but it’s just that, like any great marketer, I’ve fallen head over heels for ads. There’s just something about being able to pack so much emotion into one 60-ish second clip that then gets seen by millions. It puts me in awe.
As a marketer, you likely spend hours crafting the perfect email. You rearrange copy, contemplate calls-to-action, and slave over the perfect subject line. Once it comes time to finally hit “send,” as the number of recipients glows boldy on your screen, you hold your breath and let it go. Then it happens.
A long time ago, in a galaxy far, far away, I was a content strategist at IMPACT who served two masters. I worked with our client services team to help optimize processes, and I supported the brand team (IMPACT’s in-house marketing department). Then, I got a virtual knock on my door. “Liz, you’ve been killing it with what you’ve been doing for us so far, but we need you to go be a content strategist and marketer for the sales team,” the IMPACT leadership team told me. “We have big goals and big projects that require your help.” Because I strive to be a team player who understands that, sometimes, you’ll need to pull up your big girl pants and do the job that’s needed, I said yes. I was on-board and ready to do the work. On the inside, however, I was mentally kicking rocks, like a poutier, whinier version of Charlie Brown.
Every business—well at least 99% of them—would prefer to have a richer sales pipeline full of qualified leads that are truly interested in your product or service. Over the last 7 years, I’ve given about 350 presentations to audiences big and small, discussing today’s digital buyer and the way things have changed so dramatically for sales and marketing over the last decade. But in a surprising number of cases, many businesses (at least their sales departments) still believe the internet produces “bad” leads—be it unqualified, bad fit, etc.