Before I begin, for those not familiar with online lead generation, please read What’s Happening in Direct Marketing Part 3: Online Lead Generation. 
 
Life experience:
In another life - prior to joining Godfrey, I worked for a b2b direct marketing firm. One afternoon I received an irate call from one of my clients. It turns out that after she had signed up and logged in to an area of the company’s website (which allowed for direct marketing data/rate card searches), someone from my company had called her (let’s call him Bob). Bob wanted her to rent a list, so he told her that they knew she had been to the site and logged in, he also knew how long she was there and what she had searched for. Can you see where this is going?

The first wrong move Bob made was not realizing that this marketer was already a client (as you can imagine, I wasn’t happy about that), the second thing Bob did wrong was his approach. The issue wasn’t that he was tracking information; it was how he was acting on it. He wasn’t using the information in a helpful way. One example of a company that uses information in a way that is helpful is amazon.com. I know that when I log in at Amazon they are tracking my every movement, search, past history and making suggestions – it doesn’t bother me, it’s helpful, it’s up front and they don’t cross the line and become intrusive.

My client had a very similar reaction. She went on to say that she knew that the technology existed, but making her aware that she was being watched didn’t feel good, wasn’t helpful and even worse, it felt…creepy.

How to use the online lead generation contacts?
First and foremost don’t be…creepy – you’re trying to build trust. Avoid calling up a prospect and saying “Hey, we saw you were rooting though our site.” This advice may sound like common sense, but I would bet there is someone out there right now calling people and letting them know they are being monitored. Your goal should be two-part: to educate and establish trust. I have nothing against assertive salespeople, but be helpful, listen to their needs, demonstrate that you want their business, and at all costs, avoid the creepy voyeur approach.

Three ways to avoid being creepy
1. Use the USPS to deliver your message. Timing is everything; arrange to have an introductory overview sent out bi-weekly. Or maybe kick it up a notch with three-dimensional mailings for more promising candidates.

2. Use email to deliver an opportunity. For example, send an email asking the prospect to sign up for your newsletter. Maybe offer a small incentive for signing up (preferably something with your logo that will sit in their office and constantly remind them of how great you are). Just be sure to stay Can-Spam compliant.

3. Do you have a trade show coming up? Great, use the trade show as your reason for contact – set that meeting!

Online Lead Generation offers a great opportunity to connect with companies who may be in the position to use your products or services. Focus on making your interactions seem like you have impeccable timing – leave them thinking that your encounter was not creepy but …Kismet.