“My So-Called Life” was a 1990s TV show that showcased a bastion of teen angst. Many of the shows plots focused on Claire Dane’s character, Angela crushing on heartthrob Jordan Catalano. In the new world of single adults, does this type of angsty behavior still happen? Does anyone have time for it?
I have dated a lot. Sometimes I love dating and sometimes I hate it. To be honest, I’ve been on a dating hiatus for a while now. It just seems like so much work and I put so much energy into my work day that I just want to be quiet when I go home at night.
I had a revelation this week. I think my day job is sucking up all my personal dating juice. Who knew that B2B Marketing and dating have so much in common? I don’t know why I didn’t see this before. It seems pretty obvious.
Here are a few things you have to do for both:
- Communicate authentically. Don’t try and be something you’re not. People see right through that. It’s one of those kindergarten lessons that stay with you for life. It’s the worst to meet someone in person that oversells themselves on a dating profile. Same is true in marketing. Don’t oversell your features or promise things that aren’t in your product domain.
- Build relationships. You have to meet people and then get to know them. Building relationships often gives you insights that you wouldn’t see by just basing decisions on a first impression. Sometimes it takes awhile to see who a person is. Sometimes it takes awhile to see what product is like. If you build a relationship by adding value to that person’s world and listen to what they are looking for, it’s likely they’ll come around.
- Find a channel that works. Not all avenues are equal. Find the best path to leads. Optimize and limit the areas that don’t work. It sounds cold, but you might be a Tinder or Hinder person in the digital dating world. Match.com and EHarmony might be too time consuming for you. Find the channel that works best for your personal habits. Same is true in B2B marketing. We’re constantly optimizing digital channels to find leads that meet the needs of our sales teams.
- Setup qualifications. It’s important to know what you are looking for so you can make sure you are moving in the right direction. Also note that it’s Ok if your criteria changes over time. (Do I really have to expand on this? I think I’ll skip it.)
- Leverage your network. I think every daytime TV host has done a show on this topic. Who are your brand or personal influencers? Can they help connect you to people that are qualified targets? I don’t expect Oprah to walk out and say “here’s a boyfriend for you.. and a boyfriend for you.. and a boyfriend for you” but a hint or a direct question to the right person may put you in the path of exactly the person you are looking for. The same is true for your company or product. (Is Oprah not a contextual reference anymore?)
So what’s a girl to do? How do you save some energy for your personal brand when it’s part of your start-up day job? Suggestions and adult Jared Leto substitutes welcome.