Customer Experience, Breaking Bad Habits in Lead Generation
If you’re attending Eloqua Experience in San Francisco later this week, then chances are you’ve heard one of the most exciting pieces of news about the conference. Vince Gilligan, creator of the hit TV series Breaking Bad, is one of the conference’s keynote speakers.

Odds are few people are complaining. The Breaking Bad finale broke records, reaching an estimated 10.3 million viewers and achieving a level of cultural relevance not seen by a television show since The Sopranos. Yet, it begs an important question. 

Linking Fact with Fiction

What does a work of fiction about a chemistry teacher who gets diagnosed with cancer and decides to become a meth kingpin have to do with lead generation?

Quite a bit, as it turns out. Here are just a few examples:

  • Keep your goal in focus: In today’s big data world, analytics are vital to the success of any marketing campaign. However, when marketers start using big data without a clear goal in mind, they frequently fall victim to a condition referred to as “analysis paralysis” They get too invested in the data at the expense of action. This can be absolutely detrimental to a marketing team’s efforts, as waiting too long in our fast-moving society can make the difference between your data being valuable or inaccurate.

     

  • Know your market: When a great idea comes along for marketing content or collateral, there is always a temptation to use it. But before you do, ask yourself a question. Does the idea suit your product’s target market? For example, a clever social campaign using cartoons or Internet memes probably doesn’t fit too well with your enterprise security company’s B2B marketing strategy. You have to know who you’re selling to and strategize accordingly from there.

     

  • Never make promises you can’t keep: It’s easy to inflate statistics slightly when marketing a product if you think it will generate more leads. After all, your customers probably won’t notice the difference immediately and it will earn you more sales in the short-term. However, there is nothing worse you can do for your future marketing and sales efforts than to hype potential buyers up on false promises. It damages the brand name, and as a result, just makes your marketing efforts that much more difficult.

     

Lead generation can be tricky and there are plenty of bad habits marketers can fall into along the way. The consequences may not be fatal as they sometimes were in Breaking Bad, but falling victim to any of these pitfalls can still damage a brand … which some may say is a fate worse than death.