I saw these two posts, indirectly saying that marketing automation tools can push the envelope into stalker territory at BeRelevant and B2B Marketing ROI. So why do we, as marketers, want this info anyway?
I hope that my customers will appreciate a few hints to look at the things they are more interested in, and that my salespeople will use this extra info to guide their interactions with prospects. I personally get excited when someone catches my attention with the exact piece of info I need. Pandora, hits me with a song I love based on the characteristics of the other ones I like.
Do B2B end-users feel the same? I don’t know about you, but my work day is really busy. Anything to cut down on my research time, or info seeking time would give me more time to work productively. Why look for something if it can find me? In obtrusively of course. And I should be able to request removal at any time. with no complaints.
I’d rather sort through targeted emails than unsolicited cold calls. But I’ll admit, if someone told me they noticed I spent 6 minutes looking at their product page, 10 minutes reading white papers and 2 minutes ready the press release library, I think I would be creeped out.
So how can we use this deluge of data effectively without being stalker marketers?
If someone mentions to me, “we have a couple of new white papers you may be interested in on topic X, and our current product has recently updated to support technology Y that is covered in the white paper P.” And hopefully, based on my behavior, they should know I am interested in 2 out 3 of those items.
One common tactic across marketing groups is to add any email we get to our email communications. Just by starting to collect more info our contacts we’ll be able to be more relevant in our communications, we’ll look more like advisers.