All right, let us put it this way: you are an IT consulting firm in need of new business prospects. You then promote your business online, connect to social media networks, conduct telemarketing campaigns, and perform a myriad of other things to market your business. If you do your lead generation right, then you will be getting in touch with IT sales leads that have the potentials to become new sales deals. Then comes the time for you to have a meeting with your prospects, and you hit a stump. Should you set up a meeting with them online, or would a face-to-face interaction with them do a better job?
With the modernization of today’s businesses, as well as the evolution of communication technologies, almost all of us are tempted to conduct our marketing efforts in entirely digital means. What is the use of video calls, online chats, podcasts, emails, etc. if we do not use it to garner more B2B leads? This argument does have its merits, but despite these innovations, sometimes, the time-honored tradition of meeting sales leads in person can be more successful. Relationships and networks are more powerful when done in person. Knowing your prospects on a more personal level can provide you insights and ideas that can further your appointment setting efforts.
So what is the use of online marketing media? It is simply a stepping stone to your lead generation process. If you want to build more concrete business relationships with people, you better meet them in person. It is a simple act, but one that brings in more in the end.