Appointment setting campaigns (especially inbound ones) tend to start by just standing around for a bit before engaging prospects. But suppose that your appointment setting campaign were actual people on the street with signs promoting your business. Which part of the street do they stand? Obviously wherever they can be seen! Unfortunately, this concept is lost in most appointment setting strategies when it comes to where customers really look.
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By stage, this does not necessarily mean your appointment settingstrategy puts you up as some kind of actor. The stage could be more like one in events (like the AllThingsD D11 conference as described in this LinkedIn article). And speaking of which, it looks like even the top brass of the top tech giants are not free from critical eye (which, coincidentally, also includes that of average consumers). Are you ready once you are set up via appointment setting?
Appointment setting is not free from the risks that advertising undertakes when it markets something a little bit too high above its actual grade. Dishonest advertising applies in B2B as much as it does in B2C. Just because your appointment setting campaign uses different mediums and tools does not mean your business is the same outside and inside.
Appointment setting can sound pretty pointless for IT companies that more or less do most of their work over the internet. On the other hand, the kind of meeting that only an appointment setting process can give still remains important in today’s tech-savvy business world. You just need to know how to put that importance in a simpler package to match the speed at which IT companies can deliver and work.
It is a given that your appointment setting campaigns are affected by the kind of history your accounting business already has. The older you are, the more things you can be known for. However, if you consider yourself comparable to those who wanted to change to a humbler direction, appointment setting gets even more difficult when it encounters those who want you to turn back.
It is one thing to measure appointment setting prospects based on their budget and another thing to be unfairly biased just because you can tell they make a lot of money. This not only sets up your appointment setting process for immediate crash landing, it also skewers the kind of insightful evaluation that is staple to any appointment setting process.
You would be surprised at how many lead generation methods are deemed as disruptive or distracting. These are often employed by critics of the whole marketing practice, specifically those who think the very industry profits from constantly disturbing people’s quiet lives. But on the contrary, many of these lead generation tactics are so commonplace, they stand more to lose from being ignored than to get called for ‘disrupting.’