Think of your business as a weapon, particularly a sword – you know, those medieval-type ones that are ridiculously long and impossible to carry unless you have biceps like a wrestler’s. And just like a sword, you need to constantly make sure that its ‘edge’ is sharp.
With so many marketers in the world aspiring for success in B2B lead generation, you’ve got to have something that makes you stand out.
It’s what makes people notice you despite the crowd of choices. It doesn’t matter how many advanced technologies you have or the modern tools you use, as long as that edge is left to blunt, your rivals will leave you behind.
So how would you maintain your marketing edge? You only need to focus on 3 things:
- Market awareness – When a business knows who their customers really are, it’s already a point in favor of having an edge over others. Familiarity gives you sort of a natural instinct on what you need to do to attract and keep them loyal. This prevents you from committing devastating mistakes and guarantees that you have a certain ‘connection’ with your target market. It’s a huge help in developing a brand image, too.
- Competitor knowledge – If there’s anything The Godfather has taught us, it’s that we need to keep our friends close and our enemies closer. Lead generation doesn’t really involve Italian mob wars, but when it comes to things that are ‘strictly business’, who better else to learn from? Knowing how your rivalry operates gives you a competitive edge, not to mention a chance to learn from their mistakes.
- Value proposition – Selling goods and offering services go beyond a typical business transaction; it encompasses the fulfillment of one’s business needs, and that can only be accomplished when a unique value proposition is offered. There should be an emphasis on value – the thing that connects your brand to the people who need it.
Market awareness keeps you guided on how to deliver your marketing message and place yourself in the industry. Competitor knowledge keeps you in the game and ensures your survival. Your value proposition solidifies your purpose and role in your niche, ensuring that your business will be one of the top choices for prospects.
With these 3 components secured, your marketing sword can cut through any adversary.