Respect sales prospects do not dissect them is the secret to generating B2B sales leads on the Internet.

1. Benefit From An “Intelligent Approach” To
Acquiring Customers Using the Internet
© 2015 BACK-OFFICE BUSINESS SOLUTIONS, INC.
Respect Sales Prospects
Do Not Dissect Them

2. Respect sales prospects
as you would have them respect you.
The Golden Rule of Sales Prospecting
Respect Sales Prospects
Do Not Dissect Them

3. Dissecting Sales Prospects
Business people go to the Web wanting to become victims of ad
targeting and data mining privacy invasion.
Myth One
Reality
B2B professionals go to the Web for information to become
better informed on the issues, problems, and solutions that can
make their job easier and business more successful.
Respect Sales Prospects
Do Not Dissect Them

4. Dissecting Sales Prospects
Data mining, now combined with predictive marketing & native
ads are called the Holy Grail of Web marketing.
Myth Two
Reality
The only things we know about data mining, predictive
marketing & native ads is that they are costly, violate ethical
business norms and are potentially illegal.
Respect Sales Prospects
Do Not Dissect Them

5. Dissecting Sales Prospects
Permission marketing protects business people from unwanted
and annoying advertisements.
Myth Three
Reality
Permission marketing is now another advertising scam.
Providing your name and email is now de facto permission to
continue to receive an onslaught of emails and contextual ads in
your web pages.
Respect Sales Prospects
Do Not Dissect Them

6. • You view a piece of what you think might be interesting content, so
you decide to relinquish you basic contact information. You have
not however given permission to what happens next.
• Then unknown to you, algorithms are hard at work searching
databases to identify what other pages, forms, and personal
information exist in cyberspace. Then once they have mined
sufficient personal data about you, hold on to your seat.
How Dissecting Sales Prospects Works
Respect Sales Prospects
Do Not Dissect Them

7. • You will start receiving more emails, banner, and native ads will
appear on almost every content page you visit that match your
assumed subject interests
• Finally, your accumulated information from data mining is
repeatedly sold to any number of unknown companies that want to
sell you something, too.
How Dissecting Sales Prospects Works – (continued)
Respect Sales Prospects
Do Not Dissect Them

8. How to Stop This Insanity
As the game of online advertising gotcha continues we can only
hope that:
•We will all-wise up and refuse that enticing free content lure, which
often is not quality content and never free.
•Ad-blocking software will continue to grow in its use and become
even more sophisticated as explained by Doc Searls in his blog
series...
Beyond ad blocking — the biggest boycott in human history: http://j.mp/bcott
How Dissecting Sales Prospects Works – (continued)
Respect Sales Prospects
Do Not Dissect Them

9. How Did We Get Here A Quick History Lesson
Remember when we all wanted to be advertised to when banner
ads were our first experience with web advertising. Yeah Right!
Just as in 1999, we learned how to cope with banner ads.
“We know where banners are located, and therefore, we know how
to skip over them since we aren’t *looking* for ads. We are looking
for information. Thus, there is banner “blindness”.” Source:”
Usability Perspective on Banner Ads, by John S. Rhodes June 1999
Respect Sales Prospects
Do Not Dissect Them

10. Freedom of the Web to empower people versus harassing them
remains under attack like never before.
The Web is not just another “pipe” as radio or TV was to send
relentless waves of advertising down to the other end of which
waits a brainless audience. Unlike radio and TV, the Web was not
founded to entertain people and sell products. The Web was
originated to allow people to find and share information.
Web Freedom
How Did We Get Here A Quick History Lesson
(continued)
Respect Sales Prospects
Do Not Dissect Them

11. A Brave New World of Web Advertising
Now that the Madison Ave “MAD Men” have gone techno wild. We
now have the latest version of we can sell you anything. They will
send you, hundreds of disguised ads (called native advertising),
with deceptive messages and by building a personal databank on
everyone they will know exactly what you want at all times. Do you
believe that? They do.
Native Ads
Respect Sales Prospects
Do Not Dissect Them

12. More importantly do we truly find “helpful” the intruding ads
centered on the last web page we viewed or does it make you
feel creepy?
Are We Only the Web Pages We View?
A Brave New World of Web Advertising – (continued)
Respect Sales Prospects
Do Not Dissect Them

13. Advertisers Say, Just Want to be “Helpful”
Today’s, soccer Mom can also be a working business professional
and have parents that have a debilitating disease. Her interests
and her need for information are as varied and changeable as her
life.
Try to put today’s sales prospect in a box and you run the risk of
either insulting, scarring or missing their real interests all
together.
A Brave New World of Web Advertising – (continued)
Respect Sales Prospects
Do Not Dissect Them

14. Buyers Are Really In Charge
What the Madison Ave crowd does not want you to know is that
buyers are in charge not sellers in the Internet Age.
They do this because, if you accept that buyers are in charge,
then your approach to advertising to those buyers must change
from the old advertising ways when sellers were in charge.
They prefer the old ad ways with the new technology of native
advertising and data mining in an attempt to keep the control of
selling products and services in their hands serving sellers.
A Brave New World of Web Advertising – (continued)
Respect Sales Prospects
Do Not Dissect Them

15. Convert Sales prospects to Customers
There are five common sense reasons to respect your sales
prospects. The new power shift in the b2b buyer/seller
relationship makes converting sales prospects to customers
easier & more profitable.
1.Respect How Your Audience Wants to Receive
Information on Your Products & Services
2.Stop Profiling & Data Mining Your Potential Customers
3.Customers Now Are Targeting You!
4.Always Put Your Sales Prospects First
5.Respecting Your Prospects Is the Better Way to Market
on the Web
Respect Your Sales Prospects
Respect Sales Prospects
Do Not Dissect Them

16. 1. How Your Audience Wants to Receive Information
Respect Your Sales Prospects – (continued)
Source: 50 Stats You Need to Know About Content Marketing – NewsCred
Respect Sales Prospects
Do Not Dissect Them

17. 2. Stop Profiling & Data Mining Your Sales Prospects
Respect Your Sales Prospects – (continued)
Offline target marketing produces results of 2-5% in terms of turning
suspects into prospects. Online the results are the same or worse.
•The average click-through rate for B2B marketing e-mails in Q2 2013 was
1.7% – Mark The Marketer.
•Across all ad formats and placements Ad CTR is 0.06% So, this is less
than 1 click per 1000 impressions. – Smart Insights
With these levels of “success”, why dissect your potential customers.
Alternatively, write blogs and high-quality content that provides useful
information to your sales prospects and when they search for answers to
their business problems they will find you. When they call you, that is a
real sales lead.
Respect Sales Prospects
Do Not Dissect Them

18. 3. Customers Now Are Targeting You!
Respect Your Sales Prospects – (continued)
• Viewers indirectly and directly “target” advertisers that
provide information and solutions that satisfy their needs.
• Sales prospects that sign-up for your Blog or request contact
not before, but after they have read and learned about your
business solutions is the only way to respect prospects.
• Learn to become a target of your sales prospects and stop
targeting them. Sales prospects will let you know when they
want to engage, they will contact you.
Respect Sales Prospects
Do Not Dissect Them

19. 4. Always Put Your Sales Prospects First
Respect Your Sales Prospects – (continued)
• Avoid mind dulling content be sure your content is quality &
relevant to your audience.
• Insist that the environment surrounding your content be
professional.
• Be sure the web page your content resides on does not draw
attention away from your content with annoying ads or
inappropriate images. These distractions discredit your
content quality and disrespect your viewer.
• Remember your objective is to attract and inform a
prospective client that you have solutions to their particular
business problem.
Respect Sales Prospects
Do Not Dissect Them

20. 4. Always Put Your Sales Prospects First – (continued)
Respect Sales Prospects
Do Not Dissect Them
Respect Your Sales Prospects – (continued)
• Do not use a hard sell approach and tell them how great your
company is and your products or services.
• Demonstrate your firm’s value through stories how you have
helped others overcome similar problems.
• Look to forge a marriage of self-directed discovery where two
parties find each other based on an intelligent exchange of
customer-centric communication not meaningless ad slogans
and embellished capabilities.

21. 5. Respecting Your Prospects the Better Way to Market
Respect Your Sales Prospects – (continued)
• The Internet has put the Viewer in charge and has all but
excluded the possibility of cost-effective target marketing.
• Embrace Viewer control as a central Web reality. It gives you a
simpler and affordable marketing alternative that maximizes
your sale prospect’s ability to “target” you.
• Get control of your marketing. Invest in content marketing to
produce high-quality content in the form of blogs, articles,
application stories, and white papers.
• Create content that will convince viewers that you have smart,
proven business solutions for companies like them.
Respect Sales Prospects
Do Not Dissect Them

22. Bottom Line
Respect Your Sales Prospects – (continued)
B2B marketers need to stop targeting and dissecting sales
prospects and start finding ways to respect prospects in their
marketing approach and focus on turning them into customers
by satisfying their needs.
About IndustryArchive.Org
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Respect Sales Prospects
Do Not Dissect Them