Your Best Lead Gen Marketing Plan? Ask Your Customers.

Customer Interviews will generate a wealth of actionable information, including new revenue opportunities. Yet this approach, which traditionally pays for itself with a handsome dividend (one of my most recent client interviews revealed a 6-figure engagement), is probably one of the most under-utilized strategies. Customers love to share feedback and to provide their points of view and perspectives. It’s not uncommon to hear “I love that you’re doing this!” Equally as important, interviews also provide insights respective to a company’s core value proposition and the sales decision-making process. We’ve used this approach for several years, and it’s never failed as one of our best tools in creating a customized lead gen marketing plan. The value of a 30-minute call will generate 4 amazing insights every company can capitalize on. This question takes a customer back in time, long before there was any consideration that a purchase might be made. Every purchase has an event or a problem that needs to be solved. Although we “think” we understand the “pain points” our products or services resolve, I’ve found it interesting that often the customer and the company aren’t necessarily in alignment meaning the company doesn’t understand the full breadth of what was happening operationally that triggered the need for the customer to begin a search of a new and better solution. When you understand what created the originating need, you now have three new vital pieces of information.