One of the effects of the economy has been a reluctance on behalf of consumers to be approached by a sales person - even if they actually do need the product or service. In B2B markets, where time is perceived as a previsous commodity, this reluctance is magnified - which explains why a lead generation campaign will not succeed without a great offer.
'Apply Today'; 'Attend a Free Seminar' - are examples of hard offers which incentivizes a prospective buyer to accept a call from a sales rep. Soft offers are low in commitment and provide a high level of perceived value - white papers, ebooks, webinars, podcasts for example. These types of offers are popular as business people want assistance in doing their jobs better, making money, keeping up with the latest trends and learning what works for others. The offer of information therefore is an effective lead generator provided it:
1. Is of value to the prospect
2. Exclusive - ie they can't get it anywhere else
3. Is tangible
4. Easy to deliver
5. Relevant to a prospect's business
These types of soft offers fill the marketing funnel with the buyers of the future without losing any short-term revenue. They overcome the reluctance of your target to speak to a salesperson and persuades them to raise their hand and indicate that they might have an interest in knowing more.
'Apply Today'; 'Attend a Free Seminar' - are examples of hard offers which incentivizes a prospective buyer to accept a call from a sales rep. Soft offers are low in commitment and provide a high level of perceived value - white papers, ebooks, webinars, podcasts for example. These types of offers are popular as business people want assistance in doing their jobs better, making money, keeping up with the latest trends and learning what works for others. The offer of information therefore is an effective lead generator provided it:
1. Is of value to the prospect
2. Exclusive - ie they can't get it anywhere else
3. Is tangible
4. Easy to deliver
5. Relevant to a prospect's business
These types of soft offers fill the marketing funnel with the buyers of the future without losing any short-term revenue. They overcome the reluctance of your target to speak to a salesperson and persuades them to raise their hand and indicate that they might have an interest in knowing more.
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