Less than 1% of leads generated will ever become customers
Too many salespeople complain that their company’s marketing just isn’t working – it doesn’t have any impact on their accounts’ spend and anyway, ‘it just isn’t relevant’.
Humans like to hear messages that closely reflect the situation we are in. For instance, if you were trapped in a broken elevator then you would be much more inclined to read a manual about how to get out of a faulty lift, than if you were sat on the beach on holiday (although the Get Out of A Broken Lift for Dummies Manual is my go-to holiday read). When customers are facing a particular challenge, they are much more inclined to be open to hearing about your solution to those problems.