sellingpursuit.com

First it was the Do Not Call List, and although it had a major influence on b2c telemarketing, their was little to no affect on b2b telesales or telemarketing as this rule did not apply there. Now, consumer groups are pushing for more disclosure on web tracking used by marketers for better targeted online advertisements. While there is no formal rule yet, this is how these things get started. It begs the following question. What if any affect will this have on the sophisticated tracking technologies and analytics used by today’s b2b marketers?

Difference between DNC and DNT

Now, there are several difference between the “do not track” movement from the “do not call list”. While privacy is certainly part of both issues, the DNC initiative relieved a day to day annoyance experienced by many consumers. While no one likes the idea of being “spied” on when web surfing, I don’t believe the “pain” felt by such fears is nearly as high compared to receiving 5-10 solicitation calls a day. With that being said, will there be enough outcries to bring about any new FTC rules? Only time will tell.

Blurred Line Between B2B and B2C Web Analytics

If new rules are created, the clear divide that exists for the DNC between b2b and b2c will not exist in the same way for web tracking. For one, it is easy to differentiate calling at home from calling at work for business purposes. How would you differentiate tracking b2b activities from b2c? Also, the physical difference that exists for b2b and b2c telemarketing does not exist for web analytics. After all, many people read work related emails at home, or on the road. How would these rules apply and be enforced?

I Know What You Clicked Last Summer

When it comes to lead generation, most savvy b2b marketers use some form of tracking from simple email analytics, to more sophisticated page by page tracking technologies such as Genius, Eloqua, and Vtrenz. If a director of IT receives a solicitation email from a web startup hocking the next great thing in technology, will there have to be a disclaimer in the email that clicking any links will be tracked and used to better “pitch” to him/her?

Weary Prospects

While annoying to some, the realities of telesales in the b2b world are obvious and accepted as such. I am not sure b2b prospects feel the same, or are even aware of the level of sophisticated tracking being done on such a common basis today. New rules or not, I wonder if greater awareness about such things would make prospects more cautious about what they click, or will prospects accept such things as “business as usual”?