Don't be so easily tempted by every new marketing tool that comes around the corner. But more often than not, your sales leads are generated best when you stay focused on what works best for you and not always because of a new tool. If you're being intimidated by a promotional display of statistics and the fear being left out, then at least do some more careful research before you risk falling for hype.
And speaking of which, there's no doubt that hype tends to describe a lot of things that declare themselves new and revolutionary. This doesn't mean you should close off to change but you must always have an objective evaluation for any marketing approach (new or old). Being prone to going after what's new all the time comes with the following risks:
- It requires you to start from scratch – For example, suppose you've been using telemarketing to communicate with prospects. Lately, you've been increasingly bombarded to use social media. Unfortunately, once you cave in, you find that social media requires a different strategy, different metrics for measuring success, and a different set of tools. Furthermore, your original strategy suffers because of neglect and decreased investment. Meanwhile, the total amount of sales leads that you're generating is an all-out low because of the combined failures of both.
- It wastes resources – From the resulting failure, all the money and time you've poured into both becomes a major waste. Wouldn't it be better to have at least come up with a plan that properly manages the amount consumed by either? Yes, in business, there will always be a need for risks but that doesn't give you the license to take risks that you can't recover from!
- It may not be what your market wants – Just blindly adopting a new kind of marketing approach is pointless if your target market still would have preferred you did things the old way. This is critical when targeting sales leads by industry because not all of them are buying into the marketing hype either. You won't always be alone when it comes to sticking to old forms of communication. On the other hand, it would be very rude (and ironic) to approach these businesses with the very same marketing tools that they reject!
Again, this doesn't mean you should close yourself off to change. It simply means that you need to maintain focus on what works. So far, if an old method is your golden goose, don't just kill it for the sake of trying something new! Instead, approach the latter with caution and focus on it only after you've gotten it to work for you. If a new marketing trend is purportedly killing all the old ones, then it should reflect on the results.
Having the best sales leads should always come first in B2B marketing. It shouldn't instantly suffer for what comes second, being the methods you use. Now, in case a method does start doing well, integrate it slowly. Gradually adjust the amount you invest in correspondence to that success. Better yet, if it can be used to improve the old techniques instead of eliminating them, then push on with that! No matter what, keep focusing only on what works.