Get to the Point Already

In “the one piece of advice you can’t generate leads without”, author Jill Konrath points out that her day is way too hectic as it is, and that taking calls from vendors certainly isn’t high on her list of priorities. Her solution? When you make that sales call, get to the point, and put numbers behind what your software does. It’s the best way to get a lead’s attention.

Even though this particular example applies to salespeople, there’s something here for marketers as well. B2B marketers might not be the ones making the call, but they are most definitely sending out emails, setting up landing pages and forms, and managing entire online marketing campaigns. So when you send a prospect a white paper or email, make sure that you get to the point, and explain exactly what it is that you can do for them.

Make sure that you don’t fall back into the typical marketing meandering. Your emails and white papers should be concise, provide clear value to the lead, and make it very clear what you have done for past clients and what you will be able to do for future clients. You need to take into account that most of your leads have lives at least as hectic and as busy as yours. If you’ve done your research and what you are selling is actually a good fit for your lead, don’t let a watered down message keep you from getting through.


About Adam Blitzer
Adam Blitzer is the Vice President of Marketing at Pardot and has been in the interactive marketing world for the better part of a decade.

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