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Gobbledy-gook example – How NOT to do B2B lead generation
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| 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.
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Free Download - Marketing Made Simple TV is looking for a few good sponsors By Jeff Ogden |
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?
Isn’t SOAP for taking a bath?
“How is that semi-structured database coming, honey?”
MDEX Engine™
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 Customers “Demand 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
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
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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 7 Keys to Lead Nurturing 7 Keys to B2B Marketing Succes How to Find New Customers Definitive Guide Making Quota |
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