I’m a big fan of the marketing automation provider Marketo. Aside from being a frequent user of their product, there are few marketing firms that walk-the-walk as well as them. Whether it’s their eternally-useful content, their innovative website or their Revenue Rockstar events, they lead the way in showing us how it should be done.
Which makes it all the more strange that they allowed one of their marketing partners to break their golden rules (and irritate their clients in the process).
The other day I received an email promo from Marketo promoting a webinar they’re running with a telemarketing firm. Like it, count me in.
So, what happened next? Within a minute of clicking ‘Register’, my phone rang.
“Hello Mr. Turbo, are you interested in finding out more about our services? Would you like to speak to one of our consultants about your telemarketing requirements?”
Woah! Hold it right there sailor! Where’s the romance? You can’t rush these things. Buy me a drink first, a little chit-chat, maybe some dancing. Wait for me to look you up online, ask around, do my own research.
If you think I’m flashing you some thigh then give me a call. But don’t just introduce yourself and try to bundle me into a cab (especially when I was only listening to you because I know your mate).
Unsurprisingly, since I knew nothing about them or their services, the call didn’t last long.
So imagine my surprise when the next business day they called me again to say:
“We notice you’ve been on our website and downloading white papers about our services (wrong and wrong). Would you like to speak to one of our consultants?”
No again. And I’ll be thinking twice before registering for my next co-delivered webinar, regardless of who’s top of the bill.
Here are a few takeaways from this exchange…
1) Marketo, Eloqua, Hubspot and other marketing automation solutions are powerful tools that provide all kinds of sophisticated lead management intelligence. But these smarts mean nothing without good judgment and a sensible lead management process. Otherwise it’s like giving keys to a Ferrari to a L-Plater.
2) As Rozzer has previously discussed, this was not a Lead or anyone worth calling yet. Be strong and stand up for better quality leads. This may reduce your lead numbers, but the real test is the conversion rates and results further down the line. You’ll find it nearly always pays to put lead quality over quantity.
3) With lead nurturing, it’s important to read the signals and strike when the iron’s hot. But patience often reaps the greatest rewards.
4) Be careful who you hop into bed with. Particularly if you’re the senior partner in the relationship, make sure the other firm’s standards – whether its lead management, design or communication – matches your own.
To learn more on about how to build a high-performing lead nurturing program, I recommend you check out… Marketo’s Definitive Guide to Lead Nurturing.
Which makes it all the more strange that they allowed one of their marketing partners to break their golden rules (and irritate their clients in the process).
The other day I received an email promo from Marketo promoting a webinar they’re running with a telemarketing firm. Like it, count me in.
So, what happened next? Within a minute of clicking ‘Register’, my phone rang.
“Hello Mr. Turbo, are you interested in finding out more about our services? Would you like to speak to one of our consultants about your telemarketing requirements?”
Woah! Hold it right there sailor! Where’s the romance? You can’t rush these things. Buy me a drink first, a little chit-chat, maybe some dancing. Wait for me to look you up online, ask around, do my own research.
If you think I’m flashing you some thigh then give me a call. But don’t just introduce yourself and try to bundle me into a cab (especially when I was only listening to you because I know your mate).
Unsurprisingly, since I knew nothing about them or their services, the call didn’t last long.
So imagine my surprise when the next business day they called me again to say:
“We notice you’ve been on our website and downloading white papers about our services (wrong and wrong). Would you like to speak to one of our consultants?”
No again. And I’ll be thinking twice before registering for my next co-delivered webinar, regardless of who’s top of the bill.
Here are a few takeaways from this exchange…
1) Marketo, Eloqua, Hubspot and other marketing automation solutions are powerful tools that provide all kinds of sophisticated lead management intelligence. But these smarts mean nothing without good judgment and a sensible lead management process. Otherwise it’s like giving keys to a Ferrari to a L-Plater.
2) As Rozzer has previously discussed, this was not a Lead or anyone worth calling yet. Be strong and stand up for better quality leads. This may reduce your lead numbers, but the real test is the conversion rates and results further down the line. You’ll find it nearly always pays to put lead quality over quantity.
3) With lead nurturing, it’s important to read the signals and strike when the iron’s hot. But patience often reaps the greatest rewards.
4) Be careful who you hop into bed with. Particularly if you’re the senior partner in the relationship, make sure the other firm’s standards – whether its lead management, design or communication – matches your own.
To learn more on about how to build a high-performing lead nurturing program, I recommend you check out… Marketo’s Definitive Guide to Lead Nurturing.
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