With all due respect to Mother’s Day, not everyone likes helicopter moms. Hovering over you wherever you go, always you watching you, and asking questions that don’t need asking? Those are major marketing mistakes companies make in B2B lead generation campaigns.
Like any other parental figure, you sometimes just aren’t conscious of being overprotective. Some corporations believe they have the authority to decide by themselves what is best for their own clients by adding in heavy restrictions and additives. Never mind that it just ends up isolating them from other services they might need. But just as kids grow up into independence, prospects and clients have that kind of liberty too.
There are already plenty of cases where parents realize the consequences of being too strict or authoritative. For one, it kept their children from asking question (which is counterproductive, creates excess dependency, and might make them too reclusive). In business terms, that kind of treatment to will also prevent any form of growth from your own business clients. Your prospects will feel the lack of connection you’re trying to create with them and make the relationship less comfortable one.
While there some customers can be open to certain rules at first, it will only be a matter of time before they get tired of it and leave for a company that has a less restrictive service.
Does your marketing campaign check their lead status relentlessly? Do you spend too much time reminding them of offers and services they’re currently not interested in? You can tell that both are actually a grave misuse of their personal data, data that they entrusted with you at the start of the sales process. Can you blame them if they end up regretting it?
Keep in mind that all customers wants is a sense of freedom and connection with businesses like yours. Today’s marketing shuns the idea of isolation from the customer’s experience. Instead, try these following tips so that both of you can work more closely together without necessarily intruding on their choices:
- Always be ready with an explanation – They don’t have to like the reasoning, but you are better off if they know you can explain yourself. Demonstrate why certain restrictions are necessary but at the same time, be open to feedback (or even alternatives that they might suggest).
- Be aware of your past failings as a vendor – Some prospects are quick to find faults but isn’t that just part of B2B marketing? No company is perfect so if you’re willing to admit that you made some mistakes, you can take the next step of telling them what you’ve learned from them and how you’ve grown.
- Point out where the lines are drawn – While you generally have to respect how they’d like to use your products, lines still have to be drawn. They key here is to draw them together, like partners. Don’t reduce sales appointments to five minutes of signing a contract. Open a discussion on the terms like any professional B2B firm should.
Again, the thing to avoid most here is isolation. Don’t put up too many walls when they start coming between yourself and your prospect (not even for the sake of keeping them ‘safe’).