With the rise of the Internet, the phrase “permission marketing” has become the buzzword for a kinder, gentler form of cut-through-the-clutter marketing.

The idea, popularized by business guru Seth Godin, is that you stop intruding on your prospects (as with, say, TV commercials) and start giving them reasons (such as contests or e-newsletters) to “raise their hands” and invite you to tell them about your product.

But how do you practise this marketing mantra when you’re an entrepreneur selling to corporate executives — flinty-eyed recluses who would rather wrestle a water buffalo than offer you any kind of encouragement?

Catherine McQuaid, a Toronto-based business-development consultant (www.huntnewbiz.com), has a theory. She calls it “Big-Game Hunters in the Urban Jungle.” I think a better name is “Off-Target Marketing.” Either way, it’s an approach to prospecting that might help you build stronger relationships with hard-to-reach executives.

Tags: Off-target marketing, Internet Marketing, Permission marketing