Left Hand? I'd Like to Introduce Right Hand
What happened to good, old fashioned, "please" and "thank you"?
As a customer, it's nice to be thanked for my business, or appreciated for my subscription to a service. It makes me feel part of the brand and valued for my investment. But as a cold prospect, it's even more important since making a good impression should always be part of the process. So why is it missing from so many marketing communications programs?
After attending a B-to-B webinar recently, I fully expected to receive a follow-up email thanking me for my attendance, and a continued nurturing of me along their sales cycle: A request for a meeting, an invitation to participate in a live demo, or even a link to a case study or two that were geared to my industry. Instead, I got an email that sounded as if they were talking to a cold prospect.
Perhaps the marketing manager failed to merge/purge the webinar registration/attendee list against their cold prospecting list (tsk, tsk, tsk). But I suspect this business didn't even think to conduct a merge/purge. Why?
Because, like most mid-to-large B-to-B organizations, one marketing manager is responsible for acquisition and someone else is responsible for sales support—and it seems that neither of them talk to each other ... EVER.
If this company maintains a database, I should be flagged as "responded" AND "attended an event" so the sales team can take over the management of this "lead." I've met with many, many organizations that don't have a lead database (or, even worse, they have multiple databases because no one is happy with the company solution, or the solution is too hard to manage/maintain). Worse still, they may have a customer database, but it's not well maintained, or is too difficult to access/use. So when it comes time to upsell or cross-sell a product, they don't even know who their customers are, or how to talk to them in a meaningful way.