In the midst of a part-time effort for Netbanker, I’ve been doing
lead nurture as I define it: Messages one by one… It helps that I love this company.
Most people think I’m crazy. Send out 1,800 emails one-at-a-time?
Besides the goofy looks, and wisecracks about if I was dropped on my head a lot
as a child, yes, one at a time.
Were they all perfectly personal? No. Did I go through each one
and make sure they were correct and valuable and personal? Yes. Am I fatigued? Not
The reward: I received back dozens of replies. When I pick up
the phone to call a prospect for this great new report for bankers on Growing
Deposits in the Digital Age, they will take my call and I’ll not have very many
hang up on me. This is mostly because Jim Bruene does super high quality work in
his reports, but it is also because the company has committed to a personal touch.
FreePint, which I just posted about, talked about how research
today can be more than just online. Imagine using the phone. In her article, *Search Beyond
the Web: When to Pick Up the Phone* Risa Sacks highlights that smart information
researchers, when they can’t find what they want should just pick up the phone and
call the source. She says you would be amazed at the answers you can get.
That’s what I hope happens in my personal emails to thousands
of financial industry prospects – that they’ll simply pick up the phone to get their
deeper questions about online banking answered because I opened that dialogue and
reached out first. Indeed, that’s what has already happened. I won’t share the numbers,
but I’ve had a way higher than average response rate. This is what I believe online
networking should be about – finding ways to build the relationship.
Information overload takes its toll every day on the person at
the keyboard. If we, as sales types, as marketers, think about the other side of
the equation from the buyer’s, or receiver side, we’ll find more ways to truly nurture
a lead into a closed sale.
If you’re a banker trying to figure out how to grow deposits
or get your online banking offering in order, Netbanker is the place to go.