3 Reasons Social Data Maximizes B-to-B Lead Quality
Creative superhero? Chief design junkie? Sales ninja? Who are these people?
In an effort to be hip, creative and "disruptive," some companies have bestowed the zaniest, most unorthodox job titles on their employees. And, for those who have a hard time finding their way out of the traditional title rut, there's even a job title generator to provide some creative inspiration.
At the other end of the spectrum, others have chosen to eliminate job titles altogether, aiming to level the playing field and flatten the org chart to create a more team-oriented work environment.
While these approaches might make for great icebreakers and morale boosters, they're a nightmare for marketers and sales teams trying to run efficient, effective lead-gen programs. Trendy titles can be confusing and misleading, while the complete lack of a title makes it virtually impossible to identify an individual's role or function within an organization. This can be a problem even in companies that do use traditional titles, as job titles often don't reflect what people actually do.
Further complicating matters is the fact that even if an incoming lead provides a job title, it may not be entirely accurate. When completing online forms, registering for webinars or even face-to-face at a trade show, for example, people commonly omit details, lie or exaggerate their position or influence. For marketing and sales, following one of these misdirected leads down a rabbit hole can mean lots of wasted time and effort on the wrong individual.
How can you avoid having your marketing efforts flummoxed by flippant titles? Surprisingly, social media, professional forums and other user-generated content platforms provide the most accurate and actionable information about the people, their roles, functions and value as a potential lead target. While we probably all know someone whose Facebook life looks much more exciting than their real one, professional platforms tend to be quite a bit more accurate and much richer sources of data than an off-the-shelf database. Why? Consider the following three reasons: