Sometimes you can’t help but seek out the cheapest ways to promote your company and gain some traction as a thought leader. You put up a free blog, get a free account on some niche forum somewhere, or start attending tradeshows that don’t charge you for handing out business cards or brochures.
Eventually, some of your sales leads start to come in and it looks like your opportunities were practically free.
Fast forward. You’re now enjoying some moderate success. Your blog’s getting good online readership. Forums have become a source of marketing buzz. All of a sudden, you get a message saying that everything you’ve been using so far is no longer free. You will be now be charged to do everything that you used to do when your business was still flying off.
The issue of personal or professional rights can sometimes crop up for B2B marketers. One moment you’re explaining to a hostile gatekeeper why they cannot sue you for telemarketing simply because they’re using a registered business number. In another moment, you’re challenging the suspension of your site because you followed all the domain’s guidelines to the letter.
However, there comes a point when just declaring your rights can actually be counterproductive (if not downright infantile).
From insurance to IT, appointment setters can occasionally make unlikely matches with prospects whose businesses make you feel out of place.
But in reality, the need for their respective services can still be greater than the division created by varying business cultures. Therefore, you’ve still got to make those calls or meet with ‘those’ people even when it feels like you’re going to look completely out of place. Is there any way that appointment setters can make this all a little less awkward?
A couple years ago, there were some who feared that the rise of online marketing and its respective technologies would bring an end to a lot of appointment setting practices. The picture being painted was that of professionals rejoicing. Meanwhile B2B telemarketers and direct mail lead generators are sadly hanging their hats in the face of their supposed empowerment. Technology, it seems, has now added a firewall to push their gradual elimination from the sales process.
In reality though, those same disheartened professionals could actually stand to gain more from these improvements. Appointment setting could actually be a whole lot easier because technology has found a way to cut out all the red tape.
There used to be a time when B2B marketers worried about the finer points of the sales process. “Did I say the right thing?” “Were these the numbers they wanted to see?” “Do these people trust me?” Today, the first thing they worry about is whether or not the numbers are high enough whether it’s the data churned out by their CRM system, the number of emails they’ve sent, or how the links they’ve peppered across the net.
What’s odd is not just how these things may have little to do with the quality of your marketing messages or whether your prospect is actually all that eager to do business with you. It’s the fact that even tech companies are trying to eliminate these scruples and take everything back to how it used to be.