Technology in B2B lead generation is both a blessing and a disgrace. On one hand, it makes marketing operations more efficient and workable. On the other hand, there’s a lot to keep up with – you have to monitor emails, update your blogs, post on social media sites, deal with mobile campaigns, and then there’s online events. Tasks became easier, but then the number of tasks also increased.
And amidst all this, is there any place left for engagement?
First of all, what is engagement? You have a weekly correspondence with clients via email – doesn’t that qualify as engagement? You reply to your audiences’ tweets – that’s engagement, right? Your telemarketing team performs their daily routine cold-calls – doesn’t that make them engaging?
The answer is:not exactly.
You see, the act of communicating or interacting with your audience is not the only point of engagement; it’s what you talk about when you’re talking to them.
Discussing product details and quotes via email is not engagement. Promoting your content, event, or Gamification activities on social media is not engagement. Sending promo details via SMS or voicemails is not engagement. Those aren’t real conversations – they’re just plain marketing.
Engagement is really about immersing yourself into their world, understanding their points of view, and accompanying them in their journey of improving their business. You might as well take it as you would in a romantic setting, you know, like when two people get engaged, they begin to share goals, compromise for each other, and look for ways in which they could both prosper before the real “marriage” kicks in.
Engagement is important not only because it makes customers feel appreciated and understood, but it also encourages favorable word-of-mouth marketing for your business. Clients would regard your company as one that has a heart and passion for relationships, and when other would-be clients catch wind of this reputation, they’d be attracted to work with you.
Of course, it also brings about valuable information for your business improvement. What could be more useful than knowing exactly the sentiments, desires and difficulties your customers have? When this is achieved, your company will be more like a helping hand rather than a regular vendor, and with deep relationships like that, you don’t even have to worry about making profit, because that will just come naturally.
Making connections, bridging gaps and spreading the word – these are just a few by-products if your business is focused on engagement rather than advertising. It’s bringing back the “human” in the world of business.