I think the best drama series are the ones that really speak to our own experience. Obviously, when a show gives you something you can relate to, you feel like they’re talking to you.

Isn’t that how it should’ve always been with marketing? And yet, there are still plenty of marketers out there who treat it like a new thing. Then again, maybe it’s true as far as B2B marketing goes. Generating software leads and finding out prospect pain points hasn’t always been sitcom fare.

So why is it now?

Maybe it’s because emotional intelligence is becoming just as valued as technical expertise. How do your sales reps know that your prospect list contains the right clients?

  • Is it because the data said so?
  • Is it because you’ve seen them visit your site a couple times?
  • Is it because you’ve heard their conversation with your marketers?

Out of all three things, only the third is the closest to what you do when you’re watching a sitcom. And out of these three, only that brings you closer to the real answers about your prospect’s buying journey. You don’t calculate and put too many numbers on every step. You deliberately take a deeper look into their lives and see what the problems are.

It’s true that the data helps. You don’t just jump at a prospect out of nowhere. You don’t just send them a white paper that they didn’t ask for. But of course, the extreme opposite is true if you’re too preoccupied with maintain the tools that gather data instead of maintaining the relationship you’re trying to build with prospects. Here are some suggestions:

  • Trust your own IT guys – Being a software vendor, this should be second nature (if not first). Technology is what your company does best so it’s only appropriate that you trust your tech guys to handle any problems with the system. Stay focused on facing clients.
  • Outsource the ‘small talk’ – Talking to prospects too early in the sales funnel might be a waste of time. That doesn’t mean nobody should talk to them. Sending a phone call or a brief email about any further interests can move things along and propel you both to have a real conversation about solutions. A cheap way to do this is to outsource the messenger.
  • Understand the politics and culture – Not every business shuns the idea of workplace politics and even the absence of it can be just another form. Every work place has its culture and collective attitude. At times, these can be more insightful than whatever data you can generate from just a prospect’s online behavior.

The signs of emotional intelligence don’t have to just apply to a single individual. Your entire company can embody the traits in your marketing campaigns. Observe your customers as you would the characters of your favorite series.