I was on a plane recently and the person seated next to me asked me what I do for a living, making conversation. I usually respond with the generic “Marketing”, “B2B Marketing”, or “Marketing Technology”. I love what I do but people who aren’t into Marketing don’t have a clue what “Marketing Automation” is, so sometimes it just easier to do the 30,000 foot view. But there those times that I encounter someone who asks a follow up question, that isn’t – “So you build websites”.
This 30,000 foot conversation was one of them. I am always curious how long before they get the glazed over look in their eyes when I start to Marketing Automation geek out on them (my record for non Marketing people is 45.3 seconds). I decided out of boredom (no electronics yet) to try a new tactic – shock value!
“I’m a B2B stalker”, I said in total seriousness.
This got me a raised eyebrow and silence that I took as wanting to know more.
“If you come to one of my clients sites, by the time you leave I will have communicated with the sales team, what pages you visited, what you downloaded, who you are, and how many emails we have sent you, how many you have opened, how many you have clicked, how many times sales has reached out you, or if you have reached out to us, I will know what webinars you have signed up for, which ones you attended live and which ones you missed, and which ones you have watched on demand. Any interaction (inbound or outbound) I will have weighed, scored, and I will have prioritized you based on your behavior and your demographics on if you are ready to engage in the sales process. I will have provided your LinkedIn profile, maybe your Facebook profile and your Google+ profile for not only you but your company as well. If I’m really good I will have connected you to your boss and your coworkers – and provided all this in an easy to read graphic that the sales guy can then dive deeper into if they so desire.
You might even be getting a call/email from said sales guy before you even leave the site (although even I agree that can be a little creepy)”
A deep breath from my seat mate – “Yep, I believe you are a stalker”