Not Everybody Needs Nurturing
A couple of days ago, I was shopping for a service and clicked the “contact us by e-mail” button on the web page. The e-mail form asked for my information. I give credit to the company for not asking for my physical address. There was also a field that allowed me to comment so I briefly explained what I was looking for and asked someone to get back to me.
After hitting the submit button (yes, it did ask me to “submit” which is something I hesitate to do.) I got a response telling me that I had been added to their e-mail communications program. That was a little strange since this was a “contact us” form and not an “add me to your mailing list” form. But, being a marketer myself, I wasn’t too concerned and I assumed since I asked to be contacted in the comment field that someone would be getting in touch with me.
After two days and one promotional e-mail from the company later, no one had contacted me. Luckily for this company, I do need this service, I’m unhappy with my current provider, and they were recommended to me by someone I trust. I found a contact at the company (the CEO) and emailed them directly. Within a couple hours I got a response and everything is going smoothly now.
The point of my story is that nurturing is great, but make sure you are not losing potential opportunities in your zeal to implement nurturing best-practices. You may think this couldn’t possibly happen in your organization, but sometimes the people who field your frontline calls and e-mails don’t have the business experience you do. It’s easy for me to imagine a new marketing coordinator being told to enter every contact into the lead nurturing program. As they try to do the best job they can following your orders, they don’t realize the obvious – that I was ready to engage.