“Capture”, “Acquire”, “Target” etc. All very SAS and a tone that makes B2b buyers run a mile.
It got me thinking about how this translates to sales people in B2b organisations as well.
Go onto LinkedIn, go to your “who viewed your page” bit. If you’re a B2b buyer or involved in the decision making process in any way, look at the job titles of the people who have been “hunting” you.
The vast majority of them make me think “oh christ, I hope that person doesn’t call me”.
It’s probably about time we had a good look at this stuff. Job titles are often the first thing people see. As someone said at the B2b Marketing Summit the other week – your staff’s social profiles are your store front nowadays. Not your website, not your brochure.
And yet we’ve got job titles that scare people off, with photos to match.
So change your mind-set, stop thinking of people are targets, then work that mind-set through your organisation, taking care to understand where people will first interact with your company.