Monitoring customers isn't just limited to consumer businesses. Even B2B companies need to observe their targets for lead generation. It is easy to understand just how much you need information that guides you on what prospects find most interesting and relevant to their business needs.
On the other hand, this behavior can have the same backlash as their B2C counterparts. More specifically, you don't want to violate the privacy of potential customers. Not only is it bad PR, bad PR has clearly negative effects on both future sales and lead generation success.
Avoiding This Image Is The Key To The Information You SeekHow do you avoid this image? More importantly, how do avoid it but at the same time, get the information you need so that your marketing efforts really touch on what a prospect is looking for. To find the answer, look first to how you get your information, who gets, and where that information is stored. One good place to start is your contact center.
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Now whether you've outsourced it or managed to build one up in-house, it is very likely that you use this center as your main tool for interacting with your market and getting information. You don't always just use it for B2B lead generation or taking care of customer support but possibly both! In today's business world, you will need all the information you can get and that requires different sources. Without that information, you might kill any chance of success for future campaigns:
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Meanwhile, the conduct and practices deployed by your agents are what can define your business as either a faithful service provider or a creepy stalker. To find out which, ask yourself the following questions:
- Where do you establish your presence? - First off, it's good to use multiple channels so that you have the means to converse with your market in anyway that is desired. Secondly however, are they aware of the regulations governing each medium? It would be very awkward for them to encourage proper online marketing practices but don't think twice about neglecting the ones for telemarketing.
- How is the information given away? - Believe it or not, you are not always in the wrong for gathering information from public sources. That is because the source is, well, public. It is available to many. No prospect should fault you for acting on information that they have made available to everyone else. This should be your immediate defense. One clear difference between stalking and observing is that the former uses information that has been obtained without consent. Despite that, prospects in turn need to realize that even something as simple as publishing a social media profile should be done with the expectations of people acting on it.
- Where do they draw the line? - Following the previous point, your agents should know where to draw the line. If they are certain that a prospect is not willing to impart certain information, they should respect it. At the same time though, they must be able to obtain more trust so that they can use it for the sole purpose of providing a better service.
The good news is that these are industry standards that apply to both in-house groups and outsourced companies. It just so happens that both marketers and prospects tend to have a flawed understanding of customer privacy. So on your part at least, make sure you hire professional telemarketers and other experienced professionals so that you will know when and when not to gather information.