The ‘Myth of the Automagical Lead Generation' Exposed

Happy 2022   The ‘Myth of the Automagical Lead Generation' Exposed

I have been selling for over 40 years–my library has over 250 books from Zig Ziglar, Brian Hopkins, Jay Abraham, Brian Tracy, David Meerman Scott, Seth Godin Louis Gudema, Joe Pulizzi, Ann Handley, Rand Fishkin, Adelle Revella, Dorie Clark, Mark Schaeffer, Claude Hopkins, Phillip Stutts, and I apologize to the authors who have informed my journey who I have not listed. Please visit the Marketing Book Podcast to find so many others who have informed my journey

Each one of the authors approaches sales or marketing problems/tactics from different places along the buying journey– and every company likely will have to deal with this on the spectrum of their sales journey and what they sell.

I find when I meet new manufacturing companies and mention I am in sales and marketing, people will tell me they “have a guy” who happens to be an IT genius who does their marketing–or they may say my website needs work but I am so busy–others will share their disdain for marketing and salespeople because they have tried and never found success.. Therefore how can I bear to listen to one more marketing presentation?

No Big companies have a website department, or an SEO department–they have marketing departments–individuals with unique skill sets and a layer of management to make sure by working together you get new business

My advice to the business owner who is overwhelmed by all the shiny objects and articles promising magic results. Is to start with what you know:

1. Ask 3 customers why they  bought from you–what you did that they did not expect  ie delivered more than what they thought and what you did that they wish you can get better
2. Find out how people are actually looking for what you do–not what “you think they do”, but use tools like Google console or Ahrefs–if what the market is doing is not reflected on pages of your website, why are you surprised when your online marketing is failing
3. Talk to a marketing/sales company that really understands the behavior of your buyer audience

Do Not Believe the emails and linked in claims promising new business: “All you gotta do is” Fill in the blank

If you are in the manufacturing, industrial, engineering, world, and you are frustrated that you are not generating enough opportunities online, let's have a conversation.

Unfortunately, I do not have an automagical lead generation machine in my office–but what I do have is 9 years of experience laser-focused on Industrial Buyers and successful outcomes for my clients

If you are relying on an IT guy, no matter how brilliant to do your marketing, or an SEO guy, or a VIDEO guy, or a Branding guy, or a Content guy–well you are destined to fail. You need to have a team and someone to manage if you want to find success.