However, there are many things than can affect such interest and therefore, affect the success of your ERP lead generation campaign. These shifts in interest can be affected by the following factors: online regions, trends, and geographical regions.
- Online Regions – It can be argued that the Internet is an entire world of its own. However, like any other world, it has its regions. These regions can be represented by websites or the presence of businesses on online networks like Facebook, LinkedIn, and even YouTube. These businesses can be on these sites for various reasons besides marketing. On the other hand, should the site itself weaken in some way, the presence of these businesses might shift. In such cases, it might be best to move along with them.
- Trends – Naturally, trends can also affect the interests of your prospects. It's one of the reasons why many business IT companies drive innovation in order to remain competitive. While it's more likely that your R&D department has a more significant role in coping with this change, your marketing efforts can still do their part by being their eyes and ears on what's currently trending on the market. And once you've developed products that can compete, they should also have the same marketing support.
- Geographical Regions – Different countries have different economies. Different economies have different markets. If you're targeting based on region, it's important to be aware of any changes (regardless if it's driven even by political or cultural factors). For example, a change in the economy might make it less desirable to target one country for a certain software product. Even before that happens, you should be ready to predict which country or region to target next.
The factors are different but the answer to them is more or less the same. If there is a change in interests, your lead generation should be ready to change along with it. Changing your strategy accordingly to these three factors helps mitigate the negative effects when interest in your products is no longer as strong. This keeps your flow of software leads constant. (It's almost paradoxical when you think about it, in fact.)
You should also be prepared even before these changes happen. Keep yourself informed with news and never underestimate the ability of non-business events to affect your market's behavior. For example, even if you have an online presence in every popular social network, there is still a question of which one you should be more active in. Your page on one site might be buzzing with engagement and activity but the page on the other is completely desolate save for your own updates. It's the same with geographical regions. Even if you have an established global presence, you should measure the amount of focus you pour into a particular region. Dividing it equally, when one area is clearly more promising than the other, will only waste both resources and opportunities. Interests will always change so you will need to change along with them.