Recently, a few team members and I were having a discussion about Account Based Marketing, during which, the Engagio Clear & Complete Guide to Account Based Marketing was brought up. [Side note: I highly recommend any sales or marketing professional check that e-book out!]. When the meeting was over, I went to the Engagio website to download my own copy. When I got there, I was a bit bummed to find a form that required I divulge my contact information in order to download the e-book.
“Great,” I thought to myself. “Now halfway through reading this, I’m going to get a call and email from an excited SDR who is mistaking topical interest for product interest.”
Being a salesperson myself, I get it. This would be a fair exchange of value: I get the information I want, and Engagio get’s an at-bat.
“But,” I thought, “there has to be a better way!” The problem here is two-sided:
- On the Engagio sales team’s side, I’m nowhere near a qualified prospect. The company I represent is a startup in the truest sense, and we are not doing strategic enterprise deals that require a robust ABM offering like the one Engagio provides. Following up with me would be a waste of their time.
- On my side, while I would politely let the Engagio rep know that I’m not a good prospect, I’d rather have that 60 second call/email exchange back. It’s simply an unnecessary dialogue to have.
To be completely honest, I usually just put fake contact info in here to solve this problem on my side, even though I know this wastes the company’s time and makes their data crappy. [sorry fellow salespersons]
So imagine my delight — and I’m not being facetious — when I saw this form field:
Celebration! So simple! So thoughtful! So effective!
Now, I can enjoy the e-book [thank you Engagio!] and the Engagio sales team doesn’t get inundated with an unnecessary lead. Win-win.
But then, why doesn’t every organization ask this question in their lead forms?
It would be easy to speculate and finger-point here. The truth is, I don’t believe that any one marketer or marketing organization has nefarious intent when it comes to inflating lead numbers just for the sake of hitting SLA targets. What I think is happening is that the whole SaaS industry has gotten into a sort of “demand generation arms race” where the social norms demand “more, more, more!” without much consideration for quality. Sure, folks talk about increasing quality over quantity of leads, but, in my personal experience, a lot of this is lip-service.
What do you think? Is this lead form field included at your company? If not, why?