Thursday, September 27, 2012

Respect Your Guests

Does this happen to you?

You download a single white paper from a Website. Before you can read it, your phone rings. 

It's the company's rep. He's pushing a demo.

You beg for time. 

Big mistake!

A rep now calls you every 48 hours.

In her blog, e-marketing maven Ardeth Albee wrote recently that one white paper download "does not equate to a relationship."

She has it right. 

A visitor's one brief encounter with your Website shouldn't trigger a barrage of phone calls.

Companies that push sales conversations on one-time Website visitors hurt themselves.

They come across as too-hungry.

And the more companies act too-hungry, the more they'll encourage future visitors to provide fake phone numbers. (Research by marketing automation firm Eloqua showsremarkablythat fewer than five percent of phone numbers entered into the forms gating Web content are fake.)

Please, respect your guests.
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