Stimulate Your B2B Lead Generation with Innovation All It Takes to Get Started Is A Change of Mindset


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Yes, the snow is still on the ground, and it will be a while before it melts away completely, but Spring is definitely on its way. Spring is a great time to adopt change—in one’s personal life and at work.  One extremely innovative individual in Boston didn’t want to wait for the snow to melt, so he decided to ship it off…for a price people are willing to pay! Kyle Waring, all of 27 years old, is truly an entrepreneur. Starting off as a joke to ship snow from Boston, Massachusetts, to friends and family in Florida, he soon turned it into a legitimate business with its own website—Ship Snow Yo! Read the news story—I find it fascinating!

This is a perfect example of turning a problem into a solution and making money from it. Waring could have joined the rest of his Boston community to complain yet battle on in the struggle with an extraordinary amount of snow this past February. Instead, he adopted a different mindset and turned an ongoing challenge into a unique opportunity. A great lesson for us to be inspired by.

In my interactions with B2B companies and their C-Suite, a fixed mindset is one of the most common issues I come across. This is particularly true in the case of larger enterprises. The CMOs are all for wanting their B2B lead generation to be more effective and re-energized. They will talk to me about wanting quick fixes to plug the leaks in their sales funnel, they will have lengthy discussions about what needs to change and how to make it happen. Here’s the problem though—they are not actually ready to change but they like to believe they are. This is typical of the large organization plagued by too many legacy issues, departmental silos, hierarchical structures, shrinking budgets, and a multitude of other problems that cause the company to be sluggish rather than agile and flexible enough to adopt positive change.

An Example of How Innovation Gets Shelved in Favour of Enterprise Policy    

We developed a new lead generation program called MyLeads2Go.   I presented it to one of our larger enterprise clients in the technology space. The senior executive I was talking to, loved it and agreed to a trial run. The move to using this program was innovative and a significant change for this particular department within the organization. We ran the pilot for 6 months, and guess what happened?  Last year, it was named the #1 demand generation by one of the top technology companies in the world.  My executive client was ecstatic! For the first time, they could track all of the leads, see which channel partners were picking up the leads; they could also rate their partners based on conversion rates. This measure of full transparency into their lead generation process was unheard of!

Now, here’s where it got strangely interesting.  This innovation was shelved.  Why? For lame, enterprise reasons which stated the program did not conform to global policy. The poor executive who had seen such tremendous success so quickly, buried his head in his hands; for what else can he do?

(By the way, if you want to try out MyLeads2Go for your lead generation, I’m happy to inform you that it works equally well for small to medium and large businesses. If you are interested, please send me an email.)  

Let’s examine what happened in the example above.

The company was not applying the Law of Vacuum. It’s a scientific law of physics—nature does not allow for a vacuum to exist. If there is an empty space, it will get filled by something else. However, in order to fill a space with something new, different and positive, you need to empty out what’s already in there. Otherwise, it’s like trying to fill a half-empty cup. You can pour water into it to fill the half-empty space, but once it reaches the top, the water will overflow. That’s what happened with the company that was trying out our innovative lead generation program. We were pouring on innovation and it was accepted up to a point, but soon, the cup overflowed because legacy issues and other fixed mindset problems were still occupying space in the cup.

We all know that innovation is key to thriving in today’s environment, now more than ever before. But then why do you fail at it so easily?  Your own limiting beliefs, your legacy issues, budget, silos, fear of failure (you may lose your job), heck – internal politics, and who knows what else!

Gary Vaynerchuck encourages allocating part of your budget to experimentation – look how fast his B2B agency has grown. He’s known for trying out new technologies but also being a social media and marketing “guru”.

Ways to Stimulate Innovation for Your B2B Lead Generation

Maybe you are doing some of these, or all, or none. If you are, how you can your further innovate?

1.  Break the mold and see real-world results.

2.  Use B2B content marketing and shake things up in the lead generation process.

3.  Consider these three important lead generation techniques to attract quality leads, qualify prospects and measure results.

4.  Know what factors fuel B2B innovation and to what extent.

5.  Be aware of what’s holding back your B2B innovation.

6.  Understand and utilize data for B2B innovation.

7.  Identify your B2B challenges, know the impact of innovation and foresee what the future holds.

8.  Follow best practice and see what leading innovators are doing.

Does it sound like too much work? Are you ready for innovation? MyLeads2Go can do this for you, saving you the headaches and struggle. Just send me an email or call me at (905) 709-3827.

If you would like to receive updates and information about B2B lead generation, please click here. And do leave me a comment.

Republished with author's permission from original post.

Louis Foong
Louis Foong is the founder and CEO of The ALEA Group Inc., one of North America's most innovative B2B demand generation specialists. With more than three decades of experience in the field, Louis is a thought leader on trends, best practices and issues concerning marketing and lead generation. Louis' astute sense of marketing and sales along with a clear vision of the evolving lead generation landscape has proved beneficial to numerous organizations, both small and large.


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