Is it just my algorithm, or is LinkedIn now overwhelmed with lead-generation solutions?
The professional social media platform seems to have become more of a marketplace for lead generation suppliers and tech solutions than the recruitment sector. I even get lead generation ‘experts’ pitching to me. Experts? Ok, let’s just say ‘industry professionals’ for now. But who really are the experts in this industry?
Navigating a Noisy Industry
It is a tough market to navigate, and it is evolving more than ever. Advertisers are trying to establish their best performing media channels, the best suppliers, the best creatives with the best messaging! They are striving to navigate a noisy industry.
Then there are the agencies that have the right intentions but are often forced to make decisions they are uncomfortable with just to meet a campaign KPI (Key Performance Indicator).
Promoting Leads and Technology
The noise on LinkedIn comes from those promoting their leads or the technology that helps transact leads—this includes myself and LeadScale. Even now, I am doing it to you, trying to explain the importance of what I do and how it can help you.
– “But can I really?
– What do I really know about what you do? And can I truly help?
– I think that I can.
– In fact, I am quite certain that I can.“
Quality vs. Value
This brings me back to the LinkedIn posts I see promoting lead/demand generation solutions. I have been in this industry for nearly a decade, and when I started, I was advised not to talk about lead ‘quality’ but lead ‘value’.
This was challenging at the time, as the main problem statement and pressing matter in the industry was the validation and verification of a lead.
Can I contact the data that I have just bought?
But 10 years later, I look at what lead or tech providers in the lead generation space are trying to say. And despite all these years and their experience, most companies still freely use the word ‘quality’!
MEH.
Even the word ‘value’ is a perception in most instances.
I believe that a lead only becomes a valuable asset when it meets an ICP, and it shows greater signs of engagement. When you can start your preliminary discussions and evaluate the opportunity properly.
The Importance of Contactable Leads
If you are still buying uncontactable leads, change quickly. NOW!
You have the wrong technology in place! CALL ME!
No lead generator can sell the best quality because they do not know what quality means to the buyer, or value for that matter. Quality is a logical measurement/grade. But that quality may or may not be what the buyer is looking for. So even the freshest, cleanest, most engaged data in the world might not be perceived as high quality or indeed valuable to a specific buyer.
Selling Measurable Engagements
Lead generation is not solely about the contactability anymore. Everyone should now have some form of technology to help with this. Sell measurable engagements! Let the buyers decide the value of those engagements.
It is more about being able to document and show the measurable intent of each engagement, how these moments matter, and what the best next action is to ensure that you build the right relationship at the right time.
DON’T RUSH THINGS!
Building Relationships and Trust
Arguably, a lot of this work is already done by the lead generator, in a pre-lead process. They nurture data, build relationships, and trust. This work is rich and valuable. But the lead seller cannot be the one that assigns value to this.
So, how can a lead seller convey this value to the buyer with complete trust and transparency?
LeadScale Engine has a solution. Email me, or add me on LinkedIn, and I’ll tell you how and why we are the perfect fit for your business. But if you want to talk more as a lead seller, you can email my colleague Samar Patel.
Embrace the Future, Lead the Generation
LeadScale is revolutionizing the way businesses work with lead generation. Our experts are helping companies reach new heights by driving success and efficiency through data-driven insights. So, take the first step today. Let LeadScale empower you to unlock the true potential of your business and boldly navigate growth.
Contact our team to see how you can maximize your marketing budget with LeadScale.
