A few days ago I was sent what appeared to be a form letter via LinkedIn that included the following … “If you’re looking for fresh and insightful thinking for how to drive results, to compliment or spur your company’s efforts to take on the new challenges of an ever evolving marketplace, you may have some interest in connecting with [us]” and our empty run-on sentence.
After reading this lead-in, I looked up the company and was astonished to find they were a major player. Based on the person attempting to make the connection, there was some evidence that they had outsourced lead generation. They abdicated brand responsibility to a third party and possibly never read the contact emails the provider sent out. I thought, this is a business in need of a fresh perspective itself.
Best Practices Outsourcing Lead Generation
- Work with a company that can demonstrate results.
- Work with them to develop a playbook for lead gen activities.
- Establish goals and message testing criteria.
- Review every rewrite of outbound communications.
People buy from people who they trust and with whom they share context. People buy from people, not companies. If the business plans to outsource lead gen, make sure the partner is socially oriented and focused on the goal of qualified introductions. Flooding LinkedIn and other channels with an empty message is akin to cold calling prospects from a purchased list.