InsideOffice News Archives About Us Feedback

Recent Articles

Interview With Web Analyst Scott Baldwin
My Interview with Analysts series is back again. Here is my interview with Scott Baldwin. What is your current position and the name of the company you work for? My job title is Manager, Web Services at North Shore...

Starting A Web 2.0 Company - What's Already There?
What programs and API's are out there for starting web 2.0 company? Over 400 publicly available API's covering everything from chat and blogging to IM and e-mail are available for you to choose from. The resources that are available to build out your web 2.0 company are...

Words For Web Marketers
Web marketers face special challenges when they are writing headlines and copy - not only do they have to deal with all of the concerns that print writers contend with in trying to create copy that sells, but they have to...

Saying What The Company Already Knows
As we wrapped up a project and delivered our final report, why wasn't management surprised by what we found? There is nothing better than finishing up a project and delivering your final report, then move on to do something equally or more interesting in the...

Identify The Culprits That Threaten Productive Meetings
In the Star Wars movie's famous bar scene you knew, by appearance, what zany character was sitting beside you. Each character had a distinctive look. Yet in today's meetings you may have no idea the...

Employment Ethics: Responsibility Works
An infrequently discussed area of business management is employment ethics. As with most personnel management concepts, employment ethics is a two way street. Both the employer and the employee have duties, privileges, and responsibilities as part of the...

Marketers Still Missing Social Media Target
BIGResearch's latest simultaneous Media Usage Study raises a big flag for marketers and PR practitioners: you're operating in a new reality of a consumer controlled communication model. This is not the first...


Low Rate eCommerce & Retail Plans
04.26.07


Lead Generation And The Dating Analogy

By Brian Carroll

When it comes to lead generation, the dating analogy is nothing new. But I liked what Tom Myer at the tdog.blog said on the topic of lead nurturing in his post, "If you don't remember me on the second date, why should we go on a third?"

Myer writes:

"If lead generation is like dating, and we're all out there on the singles scene, most of our effort goes to landing first dates. We do everything we can to catch someone's eye, fetch up the nerve to ask them out, and work really hard on making a good impression that first time around. We may also have well-meaning friends and families setting us up on blind dates (aka referrals), and we may also run into those people who have heard good things about us from other people and want to get to know us better (aka word of mouth). (Yes, it's a neat metaphor, and I'm not the first to notice it, but I digress.)

All of this dating stuff aside, lead nurturing is like getting to know someone better (except in the business context multiple relationships are not only condoned but encouraged!). If you spend all that time and energy getting a "first date", why would you blow it by not remembering important facts about your prospect on the "second date"? Also, if you're on that second date, why not take this chance to get to know them a little better?"

I of course agree. He goes on in the post to talk about how to use your relevant and educational content as part of the lead nurturing mix.

As important as information gathering is, it is important to not get too personal on the first date. Think about your web forms. Are you asking for far too much information before you've earned their trust? I wrote about this in my post, Why Most B2B Sites Fail to Convert Sales Leads.

Low Rate eCommerce & Retail Plans

Don't blow it on the first date by thinking of it as a campaign rather than a conversation. The challenge is to make each conversation you have be relevant and meaningful. The reward? A more memorable conversation that will likely lead to others and eventually a relationship.

You'll do better by thinking of lead nurturing as a process of micro-conversions based on the multiple conversations you're having. Be patient and you'll build the opportunity profile over time.

Sridhar Ramanathan president of Pacifica Group points this out in his blog post, "Demand Generation: Are You Making Your Prospects Lie? He writes, "One of the dirty little secrets of online marketing is that the leads you generate are only as good as the data that the customer prospect chooses to share about themselves. And very often they lie"

As a way to get started, no strings attached, why not give away something of value for free? Then later request an email address, then ask for first and last name, later requesting a phone number, and so on.

I can tell you that it does take time to use a nurturing approach, but you will end up with better and more profitable relationships, whether it be personal or professional.

Heck, I knew that I wanted to marry my wife after the second date, but I can tell you that it took time, attention, creativity and patience to win her heart.

Let's go one step further with the dating analogy. If your customers made the leap to commit to working with you, do you then ignore them because you've already won them over?

At InTouch we believe the "yes" is only the beginning, not the final result. Take time to nurture your existing customers too. Like any good relationship, it starts with a memorable and meaningful first conversation and continues with ongoing attention and
commitment.

Comments


About the Author:
Brian Carroll is the CEO of InTouch Inc. InTouch is a 50-person company focused on delivering effective lead generation solutions for "the complex sale."

Brian authors the very interesting B2B Lead Generation Blog which focuses on B2B lead generation, sales leads, and marketing for the complex sale.

About InsideOffice
Expert advice for starting or growing your business plus valuable ideas on management techniques and business strategies. Your Personal Business Advisor.

InsideOffice is brought to you by:

WebProNews.com Jayde.com
MarketingNewz.com SalesNewz.com
CareerNewz.com InvestNewz.com
eCommNewz.com WebsiteNotes.com
AdvertisingDay.com ManagerNewz.com
SearchNewz.com CRMNewz.com

-- InsideOffice is an iEntry, Inc. publication --
iEntry, Inc. 2549 Richmond Rd. Lexington KY, 40509
2007 iEntry, Inc. All Rights Reserved | Privacy Policy | Legal

archives | advertising info | news headlines | free newsletters | comments/feedback | submit article


InsideOffice Home Page About Article Archive News Downloads WebProWorld Forums Jayde iEntry Advertise Contact WebProWorld Forum Your Personal Business Advisor