Gatekeeper

The term gatekeeper in marketing refers to a person or institution that controls and manages access to specific information, resources, or decision-makers. Gatekeepers are often found in B2B marketing contexts and play a crucial role in a company’s procurement process. They can be secretaries, assistants, consultants, or even IT teams, who decide which information or offers are forwarded to the relevant decision-makers. 

• Information control: Gatekeepers decide which information or offers are passed along and which are not. They filter messages, offers, or marketing materials, preventing unwanted or irrelevant content from reaching decision-makers. 
• Protecting decision-makers: Gatekeepers protect the time and resources of decision-makers by forwarding only relevant or qualified information. They act as a buffer to minimize unnecessary interruptions or distractions. 
• Sales control: In many cases, the gatekeeper is the first point of contact for sales inquiries. They often decide whether a sales offer is passed along to the responsible decision-maker, making their role in the sales funnel particularly important. 

1. Target audience approach: Companies need to develop specific strategies when targeting gatekeepers to overcome their filtering processes. This can be done through personalization, the relevance of communication, and building trust. 
2. Sales strategy: Marketers need to understand how gatekeepers operate to adapt their sales strategies. Often, it is necessary to persuade gatekeepers through targeted and professional communication to forward the message or offer to decision-makers. 
3. Overcoming barriers: To bypass a gatekeeper, companies may aim to directly contact decision-makers, through methods such as networking events, influencer marketing, or targeted social media campaigns. 

• Access control: The main challenge when working with gatekeepers is gaining access to the right decision-makers. Gatekeepers often exert strict controls and only let qualified offers through. 
• Trust and relationship: To convince a gatekeeper, it is important to build a trusting relationship. Empathy and a good understanding of the gatekeeper’s role are crucial to effectively managing communication. 

Gatekeepers are a key component in the marketing and sales process, especially in the B2B sector. They control access to decision-makers and significantly influence the forwarding of information and offers. Successful companies must learn to recognize, respect, and strategically approach gatekeepers to ultimately improve their conversion rates and optimize sales.