Open Enrollment | Subscribe to Target Marketing HERE
Connect
Follow us on
Advertisement
 
Carolyn Goodman

The Power Punch

By Carolyn Goodman

About Carolyn

A blog that challenges B-to-B marketers to learn, share, question, and focus on getting it right—the first time.

Carolyn Goodman is President/Creative Director of Goodman Marketing Partners. An award-winning creative director, writer and in-demand speaker, Carolyn has spent her 30-year career helping both B-to-B and B-to-C clients cut through business challenges in order to deliver strategically sound, creatively brilliant marketing solutions that deliver on program objectives. To keep her mind sharp, Carolyn can be found most evenings in the boxing ring, practicing various combinations.

You can find her at the Goodman Marketing website, on LinkedIn, or on Twitter @CarolynGoodman.

 

Here's What Counts

Chuck McLeester
Why Won’t Millennials Call Me?
May 21, 2015

Maybe it all started with AOL Instant Messenger when they were teens. They created acronyms like PIR (parent in room),...



Search Made Simple

Phil Frost
How to Double Your Landing Page Conversion Rates With 6 Easy Tune-ups
May 20, 2015

One of the biggest mistakes you can make with your Google AdWords campaign is failing to optimize your landing page....



The Data Athlete

Mike Ferranti
Target Marketing Analytics Isn't Reporting
May 19, 2015

Today, virtually all organizations have challenges in effectively leveraging analytics to drive business performance. Odds are pretty good that when...



Creative Caffeine

Dani Cantor
10 Marketing Clichés I'd Challenge to a Fight if I Met Them in the Street
May 18, 2015

There you are, minding your own business, when it rounds the corner and rams into you full speed: the copywriting...



Making Social Sell

Jeff Molander
Is InMail Worth It? 3 Reasons It May Not Be.
May 15, 2015

Is InMail worth it? LinkedIn wants you to think so. But is it a good investment for you, in your...



Direct Mail for the Modern Marketer

Summer Gould
Direct Mail: A New Perspective
May 14, 2015

The key to effective direct mail is perspective. Perspective is a particular attitude toward or way of regarding something; a...



Ruthless B-to-B Marketing

Ruth P.  Stevens
A Case Study in Data-driven B-to-B Customer Acquisition Marketing
May 14, 2015

While preparing case studies for my new book, I had the fun of interviewing a bunch of very smart B-to-B...



Reinventing Direct

Gary Hennerberg
Why Direct Mail Won’t Die
May 13, 2015

You've seen the proclamations over the years that direct mail is near death, along with the counter-arguments that it's nowhere...



Big Data, Small Data, Clean Data, Messy Data

Stephen  H. Yu
How to Outsource Analytics
May 5, 2015

In this series, I have been emphasizing the importance of statistical modeling in almost every article. While there are plenty...



Psychology-Based Marketing

Jeanette McMurtry
Dysrationalia and Other Consumer Disorders
May 12, 2015

It's true. Most consumers suffer from a bad case of dysrationalia which, according to Keith Stanovich, emeritus professor of applied...



Marketing Sustainably

Chet Dalzell
Benchmarking: There's No Such Thing as an Average 2% Response Rate
May 11, 2015

It seems easy enough to answer the question: How to know if a marketing campaign measures up? But managing client...



IMM-Possible ROI

Stephanie Miller
Your Secret Weapon for Amplification: Employees!
May 7, 2015

There are sales enablement programs, partner and channel enablement programs and even influencer enablement programs. Why are there then, so...



Keeping Search Profitable

Amanda G. Watlington, Ph.D.
Any Time Is Search Time for Consumers
Apr 28, 2015

At a baseball game the other day, I couldn't help but notice how many people in my seating area were...



Brand Matters

Andrea Syverson
I Dare You: Create a Brand Challenge!
Mar 17, 2015

Challenging something we do quite naturally and easily is indeed the perfect challenge. We all get into ruts—some even good...



The Integrated Email

Cyndie Shaffstall
Google Announces Significant Changes
Mar 9, 2015

As a marketer who uses email, you know as well as I do, your campaigns do not stand alone. Without...



Mobile-First Marketing

Greg Hoy
5 Mobile Marketing Trends You Can't Ignore in 2015
Jan 14, 2015

I don't have to tell you that we are living in a mobile-first world that continues to drive brands to...



Muscle Marketing

Wendy Montes de Oca
Converting Your Social Media Triple-Fs: Friends, Followers and Fans
Dec 16, 2014

I've heard many gurus, marketers and publishers brag about their social media followers. They'll say things like, "Isn't it great...



Marketing Nuggets

Michael Lowenstein
Marketing Success Is (Almost) All About the Data: Optimizing Customer Loyalty Behavior Initiatives
Oct 7, 2014

Much of what I've learned over the years about sales, marketing and customer service has to do with the critical...



Triple Venti Dolce Data...

Vince Pickett
Clue Me In, Please
Aug 21, 2013

So here we are, halfway through 2013. You, along with everyone, are still trying to find that magic formula to...



Who's Your Data?

Rio Longacre
Instagram: Does It Matter That It Will Make Money on Your Pics?
Dec 19, 2012

Instagram announced the company will soon begin using your content to sell targeted advertising products to the highest bidder. Does...



SEO & Content Marketing Revue

Heather Lloyd-Martin
5 Tips for Top Positioning (And Converting) Page Titles
Aug 11, 2010

Wondering about a SEO content strategy that offers the biggest impact in the shortest time? Try tweaking your page titles....



Yblog

Yory Wurmser
Privacy in the Age of Big Data
Jul 10, 2013

Consumers reveal more than ever before consciously through social media and, just as importantly, unconsciously through their behaviors. This data...



The Whole Magilla

Ken Magill
What Marketers Can Learn From Maine's Political Email Idiocy
Feb 24, 2012

It finally happened. Politicians' idiotic email practices had a measurable negative effect. "Maine Republican Party chairman Charlie Webster has admitted...



Online Video Marketing Deep Dive

Eve Grey
Are Your Videos Champions of Your Brand?
Feb 3, 2014

If you advertise in an ordinary way, it's safe to expect ordinary results. However, when you take the extreme and...



Think Mobility

Greg Hickman
‘I Can't Because, I Need ... ’
Oct 7, 2013

Does this sound like you? Have you ever set up a goal, but then realized (either quickly or too late)...



Denny Hatch's Blog

Denny Hatch
The Internet Can Make You a Chump—Forever!
Sep 25, 2010

Trouble is, the Internet is rife with misinformation and if you get caught advertently or inadvertently propagating this nonsense in...



Sales Follow Up: Persistent or Parasite?

3
 
Lately, I've been feeling a little like Dory in "Finding Nemo"—quickly darting among the coral and plankton shouting "Stop following me!" It seems that everywhere I turn there's some sales guy on my heels trying to hunt me down.

As a marketer who works with clients in a wide variety of industries, I am guilty of downloading white papers on topics of interest. I regularly attend webinars in an attempt to learn new things and stay current on what others are doing. And I visit websites and ask for samples. Apparently, those behaviors trigger an automatic smack across the face of the dozing sales guy, who leaps into action in hot pursuit of a "lead."

While I'm in information gathering mode, Pesky Peter has decided it's appropriate to call me and try to set up a face-to-face meeting—all within 24-hours of my casual interaction with his brand online.

Today's winning call came from a woman at a printing company, who was following up on an online form I had completed. I had visited the website, cruised around looking at a few case studies, and then requested a sample of the product. What I got was a call requesting a 1:1 meeting so she could bring the sample in person. I tried to get rid of her several times telling her I just wanted to see the product and, if interested, would call her for more information. But she refused to be swayed. Quite frankly, I don't know if I'll get the sample sent to me or not after that exchange.

Within minutes of hanging up, she called my office manager trying to find additional contacts within the creative department, so she might make an appointment with them instead of me. Being a smaller agency, it was easy to thwart that behavior.

Email follow ups don't seem to get much better. I have learned that if I provide an email address (so I can download the whitepaper), it usually triggers a follow up email within just a few hours. While the email is personal, they're often extremely aggressive in tone, and get more nasty when I fail to respond or take any kind of additional action.

The latest cold prospecting technique by the USPS is an example of "what not to do." They emailed me an invitation to a webinar in the form of an Outlook meeting request. Marked "Urgent", it came from a USPS rep I've never heard of, on a topic that I've never inquired about, and without any explanation other than a title of the presentation and a dial-in number and password so I could "accept" it and add it to my calendar. Quite frankly, it felt intrusive.

And speaking of email, why do sales people get so nasty so quickly when they don't get a response to a cold prospecting email? If I've never heard of you, and I don't respond, please don't send me a follow up email asking why I haven't responded. I haven't responded because I don't know you and I'm too busy to respond to cold prospecting emails on topics/products/services that don't interest me.

I know cold prospecting is hard—so here are a few tips that might help folks from wasting their (and my) time:

  • If I ask for a sample on your website, give me my damn sample before you call. If I'd wanted to meet with someone and see a demo, I would have asked for one. If you offer samples on your website, then send me the sample, give me at least a week to receive it and look at it, and then follow up with some interesting product benefits that may not have been disclosed with the sample.
  • If I don't respond to your first email, don't email me again, try a different contact channel. Pestering me repeatedly in email is cause for a quick finger on the "delete" button ... again and again. Yes, a phone call might not always be appreciated, but direct mail is a nice non-intrusive way to make contact—and it can be chock full of other samples, or ideas/links to other benefits.
  • Do your homework before you follow up, and make your messaging meaningful to me. I always fill out online forms honestly, so how much trouble would it be to visit my company website and learn a little more about me/my company/clients before you email or call me to follow up? That way, you'd know we were an agency and probably doing research for a client initiative, instead of crafting an email follow up as if I'm actually in manufacturing, financial services or software. Don't bother asking those kinds of questions on your download form if you're not actually going to use the information.

Companies Mentioned:

Sections:

3

COMMENTS

Click here to leave a comment...
Comment *
Most Recent Comments: