Surprisingly, the answer isn’t a straight yes or no. Because with the right strategic planning, a B2B marketing campaign should work seamlessly with the other parts of your organization.
But even despite that, it still runs the risk of disrupting other business processes.
They’re just not your own anymore.
Here are some ways to demonstrate the point. What do you think when you hear the term, disruptive marketing? These days, these are often inspiring buzzwords to those inside the industry. It speaks innovation, creativity, and new ways to advertise.
On the other hand, there’s still that blunt, down-to-earth, and all-too-negative interpretation: marketing that literally disrupts someone’s attention. From ads that pop up during the most unnecessary times to marketing emails that are sent when a prospect expects far more important messages.
The latter is one way your B2B marketing strategies could potentially derail your prospect’s company’s important processes. Unless you put a leash on it, the constant disruption of day-to-day tasks can gradually cripple the process itself.
Remember the Emperor’s New Groove? You could find yourself being thrown out the proverbial window the next time you interrupt a prospect’s organization’s work simply through your marketing tactics! But the worst part, they’re entitled to that. After all, you’re the one trying to market a product that they might need. You say you have proof that it’s otherwise? That won’t fly when “No!” is just hardwired as a knee-jerk reaction.
With that said, how can you tailor your marketing strategy to avoid triggering those touchy, stressed out nerves?
- Always include timing in your targeting – You may have already been told about the importance of timing for B2B lead generation. Therefore, you obviously know why it should always be part of targeting, not something to consider only a few days before your first send-outs.
- Understand practices individually – No matter how many prospects you have, you need to do some cautionary research before attempting contact. And by research, research on an individual basis. Don’t just base your assumptions on a generalized conclusion. Learn about when a prospect is most likely to be in the mood for engaging your content.
- Allow them to come to you, even just a bit– You could be just one of those companies who can’t stand a passive, outbound approach. Nothing wrong with that if that’s just the nature of your organization. However, it shouldn’t hurt if you just let a customer come to just a little bit on their own terms. By little bit, that means the patience to slowly approach those who read your content or casually contact those without trying to make a quick sale.
Some business processes are so important, any form of distraction from other marketers can be detrimental. Don’t make their job any harder just to make yours easier.