As a demand generation advisor and lead generation consultant, there are often times when I wish that I could change my customers’ marketing personalities. When that happens, I find myself digging deeper and analyzing what type of demand generation personality that organization has. I remind myself of the practical advice from Ted Roosevelt, “Do what you can, with what you have, where you are.” It makes it easier for me to help a client’s organization minimize the weaknesses and maximize the strengths of their demand generation personality.
Have you thought about what is your demand generation personality? Is it any or a mix of these?
- Jekyll and Hyde – a split personality? Now, that doesn’t have to be in a negative way! It could simply mean that you just don’t do two things exactly the same way but use radically different approaches each time. Maybe your target audience demands that type of unpredictable, fresh approach to lead generation.
- Analysis-Paralysis – I’ve since quite a few of these Matrix Management types where everything must have a deeper cause and effect. Every number is a valuable “statistic” and every lead must be put through the grinder like a Myers-Briggs Personality Test! Not denying that one must be diligent and know what’s working, what’s not; but why over-analyze data until it dulls your demand generation efforts into a coma?
- Are you a Social Butterfly? – If you are, you probably have a lot of fun with your demand generation. Now just keep an eye on those results…the flowers will be gone in the fall, you still need the nectar and pollen for sustenance!
- Trend Follower – do what everyone else is doing. If it’s working for you, there’s nothing wrong with following a dominant trend. But know that no two demand generation strategies are alike. Customize your processes to ensure your leads to conversion ratio remains sound.
- Trend Setter – be the leader. Now this one is always a great personality type to have. But nothing comes without risks attached. When you set a new trend that delivers good results, everyone wants to hop onto the bandwagon. The challenge for you then is to continuously raise the bar, set the benchmark higher and delight the customer. Boredom can kill a good lead!
- Bully – This one is the hardest to own up to. But think about it and be true to yourself. As the head of your company, do you go ahead and run with a lead generation campaign or demand generation process no matter what others are telling you? You are probably being seen as a Dictator. Your company likely suffers from the HIPPO Syndrome (Highest Paid Person’s Opinion). If you or your organization are wont to throw weight around, beware that someday the bullied will turn against the bull.
- Politician – Does your company conduct demand generation to look good or to ensure that the customers benefit? Do you make decisions based on what will advance your own career as opposed to thinking rationally? Political motivation can only take you so far; the worthier goals are further away.
Ever wonder what the Ideal Demand Generation Personality should be? Let’s discuss it on my blog and try to come up with one!
