Usually, businessmen consider their businesses to be great as they fully understand their provided offerings. But at top of the marketing funnel, where lead generation starts to get involved, their prospect knows little or nothing about the business.
Lead generations are often unable to make same connections with the businessmen. It might be a reason as the customers don’t live or breathe the products and services in the same manner a provider does. Therefore currently, lack of a connection between the two is reported as one important challenge in almost every industry.
Education has evolved as an ever more important tool for sales and marketing teams as it enables them to engage with prospects at crucial moments in the buyer’s journey. Education is considered as the most essential tool for lead generation when it’s done with the enterprises. Educating the prospects helps in delivering high-quality leads with high-value clients which can be considered as one of the best returns of any marketing investment.
Informing the traditional Lead Generation
Prospects are often bombarded by marketing messages and sales calls from various competitors available in the market. The complexity of the messages which needs to be communicated to the prospects is rising, making it hard for the lead generation to pay attention and remember all the benefits a business is providing.
Prospects that attend and participate in training sessions and workshops are self-motivated and hungry for information and education. They are ambitious, outward-looking and hard-working. In short, they are exactly the type of customers that you want to target.
Shifting from features to benefits
As the industry is evolving, so is time. Workshops and webinars are expected to create a much more effect on the customers rather than the direct selling of information or via coaching. Workshops and webinars are focusing on addressing the Real World Education where people are expected to seek out the information more by signing up and attending such sessions.
Providing them with valuable education can benefit in generating strong and positive relationships with the customers. The process will make it infinitely easier for the sales team to engage, and transition the conversation from selling based on features and price, to providing benefits and delivering value.
Short Attention Spans Make Traditional Lead Generation tough
The idea should be to make people learn rather than selling ideas to the prospects. Most of the marketing messages don’t succeed because they fail in attracting attention, and when they do, the audience doesn’t feel that they are being spoken to personally. People are more primed to receive information and advice if it’s educational.
It is well said that “information is knowledge, and knowledge is power”. Educating the customer’s on how to meet their needs can help in resolving problems like this. Creating a whole development program for the lead generation activities can be an alternative. Sponsoring an existing development program can be a quick and efficient way in order to do so. This way you can leverage the scale of a bigger program with more partners on board.
