B2B sales and marketing is shifting drastically and it’s time to redefine the professional etiquette that separates spam from sales.
In the olden days of email lists and cold phone calls, it was OK to reach out on the phone or email to a list of people that came to your booth at a trade show but randomly emailing lists was already spam.
In the new days we have social selling, Linkedin contacts and picking up on “signals” indicating interest from a lead. The question is now, what is legitimate sales and what is spam?
- Is answering a post on Quora with information about your company spam?
- Is reaching out to a 2nd degree contact on Linkedin with a business proposition spam?
- Is figuring out that company X needs of your solution (from a public conversation or a visit to your site) and then finding a way to the proper person in that company ok?
An interesting controversy last week helps shed some light on the topic:
Ken Krogue’s post (founder of Insidesales.com) provides the following points:
- Cold calling in the social selling days is dead. No one spends his time and money on reaching someone without having a social connection or a known need.
- Linkedin facilitates warm introductions
Others, like Steve Masters (a blogger and marketing strategist), think that Linkedin should not be used for cold calling in any form as it ruins the services and fills it with spam.
Here at Colabo, we are all about harnessing the power of existing data sources like CRM or Marketing automation with new sources like Linkedin, Quora or niche media. We are obviously biased to the modern side of using the newest sources to reach the right prospects at the right time. The reason Linkedin and Quora are not filled with spam is because the services themselves already take care of keeping content relevant and clean. They do such a good job that sales professionals shouldn’t worry about that on top of everything else they already have on their plate.