Lead generation is not only good for strictly B2B businesses. It can also be utilized by businesses that are only looking to dabble in B2B just a little bit. Businesses in the electrical/energy industry can be considered an example. Granted, a power company providing business-exclusive rates and services is not unheard of. However, the promises you make during your lead generation campaign will come with a heavier weight.
In Lead Generation, Making Promises Is A Much Needed Burden
You cannot avoid making promises during your lead generation campaign. Your energy leads are drawn by the promise of better electrical resources for better costs. Even more unavoidable are the consequences should you end up breaking them.
Some of these prospects may even hold expectations that go beyond just cost-efficiency. And while your lead generation strategy needs to adjust in order to market to those demands, the core of your business needs to be close behind (if not ahead). A few extra expectations could include:
- Security – Power sources are one of the most vulnerable areas of a region. If for something happens to knock that power out (from disastrous accidents to even invasive hacker attacks), you could end up knocking out an entire town. Within that town could be the businesses you had previously qualified during a previous lead generation campaign. Are you prepared to use it to keep calm down the complaints and maintain good business relationships?
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- Cleanliness – Do not underestimate the demand for clean energy. In fact, if your lead generation strategy is just looking to take advantage of the whole environmentalist fad, you are asking for trouble. Businesses who expect clean energy from you take the use of hazardous materials and harmful practices very seriously. You want to promote clean energy in your next campaign, really stick to that image and avoid greenwashing.
- Transparency – Beware of the red tape this term might potentially bring. When your lead generation activities are met by skeptics and accounting critics, you should really qualify these business leads with the knowledge that you are being watched. Make sure to mind your billing during the next marketing and sales meeting. Some might even argue that business owners, given their own stakes and expenses, are more price hesitant than home owners.
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Just because all that lead generation does is generate sales leads means that is all the weight you will be putting on yourself. More than that, whatever message you send in your lead generation campaign should be a sort of standard to hold yourself to. If not, it would be less pleasant when your own customers start doing that for you.