Art vs. science is a common metaphor, but it does accurately describe how I view lead generation. I’ve spent my sales career exceeding goals by using an art and science approach.
2 Sides to Effective Lead Generation
An approach that blends art plus science is most effective for lead generation. For example, your inside sales process is science: Step A plus Step B gets you to Step C. But then, you must account for unique factors. You look at a company’s internal workings, your buyer preferences, and what will and will not work in the real world. These factors add an art form to the science of your process. With this in mind, here is how I approach the art and science of lead generation.
The Art Side of Lead Generation
The art component of inside sales lead generation blends understanding, creativity, differentiation and originality. This engages and compels buyers. The art of inside sales lead generation involves:
1. Buyers: Understanding your buyer. Who are your buyers and what are they looking to resolve or achieve? Comprehending their goals, providing the information they need to achieve them, in the manner they want to receive that information, is an art form. Buyer goals may vary based on role or responsibility within a company.
2. Messaging: Crafting relevant messaging. Crafting relevant messaging to buyers requires knowledge, creativity and originality. Buyers want to resolve their discomfort or achieve their goals. Sending messages that show your buyer you understand their pain or pleasure and can help them achieve their goal is art. Your buyer also needs to feel a high comfort level that you have successfully solved their type of problem before or that you have achieved that goal before in similar situations.
3. Engaging and Qualifying: Engage with prospects as people. Engaging in exchanges involves human interaction with your audience as you build a relationship. Buyers are people, and people are different and unique. Even if two buyers are classified in the same target audience, each is unique and should be engaged with accordingly.
The Science Side of Lead Generation
The science component of inside sales lead generation marries measurement, process and technology to get predictable results. It does this in an efficient, effective and productive manner. The science of inside sales lead generation involves:
1. Measurement: Check your activity and results. It’s important to measure activity and results to realize if your inside sales lead generation efforts are delivering as expected. If not, you need to know where you may be falling short in order to adjust and get on track. The numbers represent science.
2. Process: Be systematic. Inside sales lead generation work is voluminous and detailed oriented. It requires a unique, systematic series of actions that your company outlines and follows to attract, uncover, nurture and develop a qualified lead into the sales pipeline.
3. Technology: use the system and the tools. Technology includes both the systems to report and capture data, information, behaviors or events; and the tools to increase the productivity and efficiency for those involved in the lead generation process.
Art and science go hand in hand to engage buyers, and produce profitable qualified leads for your company. Do you view inside sales lead generation as art, science or both?