If your company is trying to implement a lead generation program to provide quality sales leads for sales teams, don't do this: Use Gobbledy Gook Words. And believe it or not, there is a Boston area software firm that suffers from this, which hampers B2B lead generation programs.
This is a real company, believe it or not. They're a West Coast technology firm that sells computer storage technology. Here's how they describe their company on Linkedin. (ABC Corp is not their real name.)
ABC Corp is the premier storage system for scalable Linux clusters. ABC delivers exceptional scaling in capacity and performance while extending appliance-like ease of management to a virtually boundless storage system for High Performance Computing (HPC) organizations around the world. All ABC storage clusters contain the object-based, PanFS™ parallel file system.
Using ABC storage solutions, organizations can achieve maximum application performance while reducing total cost of ownership (TCO) by driving cost and complexity out of their storage infrastructures. ABC solutions break the storage I/O bottleneck and are deployed in a broad range of government, academic and Fortune 500 organizations.
Oh my God! What an abortion. Do you talk this way to your prospects? Which happens first - their eyes glaze over or they fall asleep?
Put yourself in the prospect's shoes. You have a problem. You need a solution. My computers may be slow, but we don't know why. We're running low on space. Does the above sound like a solution? Not to my problem.
Simplify. Put it in the prospect's terms and talk in plain English. Keep it simple and entertain. Your prospects will respond.
Also, check out Are You Making This Classic Marketing Mistake? by Dianna Huff.
I often tell people "We have too many TLAs." They always say "What the heck is a TLA?" I say it is a Three Letter Acronym -which always garners a laugh. Spell them out.
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