October 4th, 2014
It’s tempting to think that the companies in the business of financial planning are ‘victimized’ by the standards of good marketing. Everything from the words placed in the content to the credibility, validity, and reliability of your own organization is put under extreme scrutiny.
It’s as if the industry itself is hardwired to make even the most honest-to-goodness lead generation campaigns difficult.
Although, there’s you can do so much better than carry this victim mentality around.
September 13th, 2014
It sounds like an excuse, but it’s still a fact. You don’t have to offer the most flawless performance in order to generate leads for accountants. What you really need is something more realistic: Being better.
July 26th, 2014
The idea of overkill is usually seen in one or two ways. The first is pulling out all the stops, regardless of victory already being achieved. The second is becoming excessive than necessary in order to accomplish a particular goal.
When generating sales leads, success can actually come in the form of one or the other. There are times when you end up outdoing yourself despite reaching, say, your monthly quota. How do you tell though if this is the sort of positive or negative sort of overkill?
July 19th, 2014
B2B marketing and lead generation are concepts really like to evoke “strictly business” mindset. It’s easy to assume that branding, culture, and lifestyle are automatically thrown out the window.
That doesn’t exactly make it correct though. Lifestyle in particular can be a very important factor when it comes targeting, nurturing, and (obviously) setting appointments. The word is not defined by the separation of work and life. It is essentially the whole package.
June 7th, 2014
Good business advice generates a lot of positive effects, marketing wise. It creates and nurtures trust. It establishes credibility. It sets up the sales-readiness that every financial lead generation is supposed to aim for.
But when it comes to advice, emotion tends to play a powerful role, even in ways that often surprises B2B marketers. Take anger for example. You don’t need World War propaganda to see how prospect’s are more prone to action when you rile them up and point them to a common enemy.
Unfortunately, what happens when this backfires? What happens when your impassioned speech about certain financial ideals provoked the occasional backlash from a disappointed customer?