ReadyTalk

Meet with Confidence

Creating Relationships

Posted by Mike McKinnon on
Share this Post:

hands-holding-a-tree.jpgAs I noted in an earlier blog post, we are in the process of putting together a lead nurturing program for our sales team. I came across this interview between Brian Carroll and John Miller, author of the Marketo blog as I was doing research for our program.

Brian comes up with a very nice succinct definition of lead nurturing, he states that "lead nurturing is having consistent and meaningful communication with viable customers regardless of their time to purchase." I find the key points to be "consistent" and "meaningful" in his definition.

Let me expand. Consistency has three meanings. Consistent tone, content and delivery. In terms of tone, your communication with the prospect should reflect their industry and job function. For example, if you are contacting a marketer in the web conferencing industry, you want to make sure you use the proper jargon and keywords so you are communicating in "their" language.

Your content needs to be consistent as well. Make sure you are sending content at regular intervals (but not too regular) to keep top of mind awareness for the prospect. Also, make sure your calls to action and hooks are consistent. Do not keep changing the call to action.

Perhaps the more important of the two is meaningful. Any content that is not meaningful to the prospect will be considered unwanted spam and will either be deleted at best or, at worse, get you blocked. The purpose of nurturing is to provide the prospect with valuable information that will help them with their jobs. By doing this consistently, you are establishing yourself as a go to resource.

The key, and I think we can all agree on this one, is to form a relationship before the buying process begins so there is already a preference for your product/service.

[tags]B2B, lead generation, nurturing campaigns, Brian Carroll, Jon Miller [/tags]


Name: Jon Miller, Marketo
Time: Tuesday, February 26, 2008

The challenge, of course, is how can you have consistent and meaningful conversions with 1000s or even 100,000s of prospects? You've got to have the right marketing automation tools to support the process. (Of course, Marketo is a provider of such tools, so maybe I'm a bit biased...)

Name: Mike McKinnon
Time: Thursday, February 28, 2008

Hi Jon, Thanks for the comment. We are in the beginning stages of nurturing programs so automation is still a couple of steps away but it is certainly something we want to move towards in the future. As I am sketching out the beginning of our program, I can see how it can get very unwieldy very quickly without some type of automation.

Name: Adam Blitzer
Time: Friday, February 29, 2008

You both make great points. I would also encourage everyone to profile their visitors and use dynamic content in order to make messaging as relevant as possible. In the B2B space we have many chances to interact with site visitors and learn more about them due to the long sales cycles. Having this information is good, but using this information to tailor content on a web site or in marketing materials is even better. Full disclosure: like John, I also work for a marketing automation provider (Pardot).

Comments for Creating Relationships

blog comments powered by Disqus

Recent Posts

Where to Find a Great Webinar Speaker

Where to Find a Great Webinar Speaker Have you ever needed a webinar speaker but not sure where to look? The great thing about a webinar is that your speakers and experts can be...

ReadyTalkers Take to the Park

ReadyTalkers Take to the Park Today’s post is provided by Samantha Mizzi a quality assurance engineer at ReadyTalk. Samantha is an active member of ReadyTalk’s Charitable...

5 Awesome Reasons to Attend Dreamforce '14

Dreamforce '14 is quickly approaching! Are you planning on attending? If you are still unsure and need just a little push to commit, check out these 5 awesome reasons to attend.  ...

Sales & Marketing 101: What We Don't Learn in College

Sales & Marketing 101: What We Don't Learn in College Today's post is from Brittany Jones. Brittany was recently hired as a marketing coordinator after being a ReadyTalk intern for...

Giving to the Greater Community

One thing that I appreciate about ReadyTalk is our sincere wish to make a positive difference in our community.  This certainly applies to relationships with other businesses and...

A Customers Perspective: Using ReadyTalk for Tech Training

A Customers Perspective: Using ReadyTalk for Tech Training Today's post is provided by Kelsey Harms, a computer specialist with the Illinois Education Association. IEA is a...

Growth Through Marketing and Innovation: How Peter Drucker Shaped ReadyTalk

Growth Through Marketing and Innovation: How Peter Drucker Shaped ReadyTalk Those who know me well know that I read a lot of business books. Besides Jim Collins, the books and...

New from ReadyTalk: Pause Desktop/Application Sharing

Keep Presentations Professional with Pause Have you ever wanted to pause screen sharing in a meeting to do things on your system without showing potentially confidential...

New Functionality for ReadyTalk for Salesforce Users

The ReadyTalk team continues to add new features to our Salesforce application to create additional efficiencies for our customers when using the two applications in their...