Like this article? PLEASE +1 it! Evan Signature
Evan Carmichael Top Header about About Home Profiles articles Tools forums inspirational quotes About facebook Twitter YouTube Blog
Share for a Cause











Gobbledy-gook example – How NOT to do B2B lead generation

Guest post by: Jeff Ogden

Article Overview: “No one cares about your products and services except you” David Meerman Scott Even today, companies fail this lesson. This company is a textbook case on how NOT to generate sales leads.

Free Download - Marketing Made Simple TV is looking for a few good sponsors By Jeff Ogden
Name: Email:

Gobbledy-gook example – How NOT to do B2B lead generation

This is real content from the real website of a real software company in the Boston area. I find it appalling as it violates all rules of b2b lead generation. As a result, salespeople do not get the quality sales leads they need and fiscal results suffer.

(We changed the name of the offending company to Buzzco to avoid offending anyone.)

It’s filled with Gobbledy-Gook – buzzwords, TLAs (three letteracronyms) and industry jargon and takes a me-first point of view. (“You” is a VERY powerful word in marketing. Check out this slogan “You’re Gonna Like the way you look. I guarantee it.”) In reality, the right way is simple language, no acronyms, and a customer point of view. Talk about the problems your products solve, not the products themselves.

For more information, see “16 B2B Marketing Terms to Ban in 2011.” We also invite you to download the free ebook by Mr. Scott entitled “The Gobbledy-Gook Manifesto.” (Click link or the ebook image.)

In the book Content Rules, Ann Handley and CC Chapman talk about using human language in marketing. After all, you are selling to people when you are doing sales lead generation.

Is this human language? When your family sits down for dinner, is this the way you talk with your spouse and kids?Confused Isn’t SOAP for taking a bath?

“How is that semi-structured database coming, honey?” MDEX Engine™

A High-Powered Database at the Heart of the Buzzco IAP At the core of the Buzzco Information Access Platform (IAP) is the MDUX Engine, our innovative semi-structured database that provides advanced capabilities for high-performance search and information access across the entire spectrum of structured and unstructured enterprise data.

Through a powerful combination of search, navigation and other specialized features, the MDEX Engine is able to guide users to the right content—no matter where it may be. Users also can discover additional information they were not previously aware of through summaries that improve their business decisions.

Key MDUX Engine Features Include: Integrated API All queries and responses leverage a unified API, so you’ll always get the same answer in response to a request, whether entering search words or selecting options from a menu. Results can also be in the form of Guided Navigation® menus, charts or analytics.

Semi-Structured Database Each record has its own set of attributes based on the original source data as well as any metadata added by Buzzco duringdata integration, simplifying modelling requirements and ensuring new content can easily be added in the future.

Generational Data Updates New information can be added without impairing application up-time, ensuring your data is always current and available. Physical storage is also automatically managed, unlike relational databases and systems that require costly administrative tuning.

Security For secure search requirements, access credentials can be indexed and filters applied to restrict user access to content.

Performance & Scalability Buzzco systems run on 64-bit platforms, support a distributed model for large scale applications, and allow queries to be threaded to take advantage of multi-core hardware architectures.

End-to-End Web Services Support Our MDEX Engine API responds to queries from any application through a SOAP web service. Additionally, a web service is provided for loading data and configuration meta-data to the MDEX Engine.

Extensibility New features can be added through the XQuery programming language and exposed to applications as web services. XQuery extensions to the MDUX Engine keep business logic separated from application presentation logic and execute the data-intensive operations efficiently and consistently at the data tier servers.

See howBuzzco is leading the industry in enterprise buzzword technology and empowering more than 600 leading organizations such as …..

What do you think? We love comments and people who share.

Jeff Ogden is President ofFindNew CustomersDemand Generation Made Simple Find New Customers helps companies rapidly grow revenue by transforming how they attract, engage and win new customers. Contact Find New Customers by calling (516) 495-9350 or sending an email to sales at findnewcustomers.com

Related Articles
  Consultative Selling Won't Fill Your Pipeline
  Lead Generation & Marketing Automation How-To Guide
  Thirteen Proven Lead Generation Tools For Service Businesses From Your Strategic Thinking Business Coach
  Sales Training Courses that Bring Lead Generations to Life
  Why you will never see an ad for Find New Customers
  The Advantages of Lead Generation for your Business
  Guest Post: Content Marketing: 7 Simple Steps to Get Started
  Effective Lead Generation Tactics From Your Strategic Thinking Business Coach
  Demand Generation Training | $99 via email
  The Lead Generation Assessment
  Top 3 Network Marketing Lead Generation Methods When Marketing On A Budget! ~GUARANTEED SUCCESS
  Marketing and Advertising Making Use of B2B: Getting the Winning Attitude
  Lead Generating
  Effective Lead Generation Techniques
  MLM Lead Generation Draining the Bank? Get Your Leads For Free!
  2012 Revenue – Making It Happen vs. Hoping It Happens
  Producing MLM Leads: Call a Buddy!
  Overview of Find New Customers
  Your company is struggling to create quality sales leads. What do you do?
  Marketing as a business turn-around strategy

Home > Marketing > Jeff Ogden > Gobbledygook example How NOT to do B2B lead generation >
Article Tags: b2b demand generation, b2b lead generation, btob demand generation, btob lead generation, demand gen, demand generation, demand generation companies, demand generation company, find new customers, lead gen, lead generation, lead generation companies, lead generation company, sales lead generation

About the Author: Jeff Ogden
RSS for Jeff's articles - Visit Jeff's website

President of the B2B lead generation company Find New Customers. Also the host of the B2B marketing show, Mad Marketing TV. We help companies rapidly grow revenue by transforming the ways they attract, engage and win new customers.

With 8 out of 10 companies saying the lack of quality sales leads is their biggest problem, they need help. SiriusDecisions also found that fewer than 1 out of 10 companies that implement lead management software went beyond the basics. They need help.

We help companies implement world class lead generation programs. Companies need quality sales leads, so they need sales lead generation programs including social media marketing. They need to implement lead nurturing programs. We are considered one of the best leads generation companies in business today.

Click here to visit Jeff's website
Dashed Line

More from Jeff Ogden
7 Keys to Lead Nurturing
7 Keys to B2B Marketing Succes
How to Find New Customers
Definitive Guide Making Quota


Related Forum Posts
Re: Kevin's Case Study #6 - Marketing an information resource? Re: Kevin's Case Study #6 - Marketing an information resource? - Hey Sebastian, Congrats are starting to think beyond whats currently being done. My question is why do you want to get away from lead generation if that is where you make your money. What if you just because THE SOURCE for lead generation and high value content/information? Then you'd get more business because franchisors would HAVE to be listed with you.... J
Re: Kevin's Case Study #6 - Marketing an information resource? Re: Kevin's Case Study #6 - Marketing an information resource? - [quote="Evan":3ndb7usp]Hi Sebastien, I'm wondering about two things: 1) What is your current revenue model? 2) Why would franchise owners choose to sign up with you over the lead generation companies? Is there some kind of quality control certification that you could award them to say that they are a World Franchising certified franchise? I'm not clear on what benefits a company seeking to franchise would really get from your site beyond the lead generation component.[/quote:3ndb7usp] Hello Evan, 1. We currently make money from what you may call lead generation. Franchisors pay us a fee to be on our websites and in our top seller franchise guides. We also generate money from other avenue; mostly by selling hard-to-get information about franchising (UFOCs, etc...) 2. That's exactly what I'm trying to answer.... I want to get away from the lead generation perception. I want to be seen as a good information resource, which we are. I have started to take the association angle and I am now looking to provide great benefits to our Members (used to be called clients). I think I'm on the right way. I made a lot of progress the last couple days.
Re: Kevin's Case Study #6 - Marketing an information resource? Re: Kevin's Case Study #6 - Marketing an information resource? - Hi Sebastien, I'm wondering about two things: 1) What is your current revenue model? 2) Why would franchise owners choose to sign up with you over the lead generation companies? Is there some kind of quality control certification that you could award them to say that they are a World Franchising certified franchise? I'm not clear on what benefits a company seeking to franchise would really get from your site beyond the lead generation component.
Re: Anyone good with CPA affiliate here? Re: Anyone good with CPA affiliate here? - How would you advise promoting a CPA affiliate program? I mean, if you place it on your front page it will be in competition with your own lead generation form, if you have one (as you should). Perhaps it would be a better idea to capture leads for yourself first and then offer CPA links via your newsletter or membership site? Any thoughts on that?
Re: How do you earn trust with an online business? Re: How do you earn trust with an online business? - Add VALUE to your target market. How? Well depends. If your business can start by Educating the target market about how your product or Service can add value to their lives. This can be done via Video (hot right now), basic text, audio etc. I've had a lot of success with Video and am using it primarily as a lead generation tool. If done right your Content can add Value and add to your bottom line at the same time while building Trust.


Share this article with your friends. Fund someone's dream.

Leave a comment below or share on the left and you'll help support entrepreneurs in Africa through our partnership with Kiva. Over $50,000 raised and counting - Please keep sharing! Learn more.



Featured Article

Bottom Footer



Newsletter

Get advice & tips from famous business
owners, new articles by entrepreneur
experts, my latest website updates, &
special sneak peaks at what's to come!
Name:
Email:
Popular Articles

SEO – Link Building Secrets

Paint A Word Picture - Excite Your Customer

Time management for DIY PR

Suggestions

Email us your ideas on how to make our
website more valuable! Thank you Sharon
from Toronto Salsa Lessons / Classes for
your suggestions to make the newsletter
look like the website and profile younger
entrepreneurs like Jennifer Lopez.