I came across this post today from Mike Volpe on his HubSpot blog. The post takes a much talked about program, in this case lead nurturing, and uses a real life experience to draw out the lessons. To me, this is always more powerful than theorizing.
What I really liked about this post is that Mike uses technology to assist his relationship not hinder it; as can be the case today. We have so aos many tools at our disposal that we often confuse "e-mail drip" as nurturing. Mike used technology. Admittedly, he used facebook, his blog, salesforce and a webinar. However, the difference was he injected the human touch into each of these technologies. Not once, did Mike resort to mass communication with Kristen. Each contact he had built upon their previous contact – he gained momentum and traction with each post.
We are implementing nurturing programs here at ReadyTalk and I am trying to find that balance between automated communication and personal touch. I believe to be efficient and effective a proper mix of both is needed. What area some of the ways you mix automation with the personal touch for your nurturing campaigns?
[tags]B2B, lead generation, Mike Volper, HubSpot [/tags]