When it comes to marketing and consumer privacy, the brouhaha never ends. Then again, it’s not too surprising as newer technologies continue to create controversies as much as they create convenience.
For B2B appointment setters, this is a reality they’ve long grown accustomed to. Elusive decision makers and uncompromising gatekeepers constantly demonstrate the human desire for privacy. But you know, the one thing that ultimately brings down the walls and gets the conversation going is the value you present.
So no matter how controversial your marketing methods and tools can get, the best way to navigate it all is by consistently delivering value.
Whether it’s the value of the product or the value of information from marketers, customers demand what they’re paying for.
Disney is among the leading pioneers of this particular marketing strategy. With its billion dollar investment in its MagicBand, the company though to preemptively pacify apprehension towards intrusive, data-gathering technologies by immediately delivering value to guests at Walt Disney World based on what the data taught staff.
An approach like this could arguably be of bigger importance to appointment setters who have spent years trying to learn from scant sources of information or painstakingly reach distant decision makers. If you really want all of this to go away, you need to be prepared to deliver enough value to justify somewhat controversial practices and tools:
- Privacy is double the price, therefore you have to double the value – Unlike money, privacy isn’t something you store in the bank. It’s something you have to ask and when you do, it has to be really worth it. Think of the times you’ve disrupted a prospect in the middle of a management task or just when they’re about to leave the office. Your value proposition needs to match that with something that will make up for the interruption.
- The cost to privacy can actually be lowered – Alternatively, doing a bit of ‘stalking’ can help decrease the chances of interrupting a prospect (at least too badly). The important thing though is making sure you really don’t come at a bad time. There’s no point sneaking around if it turns out they’ve caught you following them all this time.
- Try to be clear – Finally, it might actually help that you’re up front and honest about your ‘controversial’ marketing tactics. After all, transparency is actually the first step to balancing value and privacy. For potential B2B clients, expect the demand to be really high and you really need to target your audience well so that you know they’re receptive.
No method is perfect (both in the sense of business and ethics). But if you want to make it worth it, your only logical recourse is delivering high value to the people who feel like they’re being interrupted.