Brian Carroll

Lead nurturing putting the human touch into action with video and email

I had a great time doing my webinar on putting the human touch into lead generation sponsored by Citrix Online and we had almost 1600 people register. Wow!

In my presentation I emphasized how lead nurturing is about timing, consistency and relevance.

Today (which happens to be my 38th birthday) I got this email with a personal video from Gary Anderson, CEO of NetBriefings. I wanted to share this with you because I think it is a great example of lead nurturing by combining the human touch and timing in a personal way that connected with their business value proposition.

Brian, I heard it was your Birthday today! Here is my personal Birthday Video Greeting!

http://proclaim.netbriefings.com/flv/nb/nsux9/nbnsux9101573/   

Have a Great Day!!!!  You deserve it!!

Gary W. Anderson

The video is 29 seconds but it made my day and I must confess that it caused me to think about his company (which is the point). Please note: it’s not a polished or pretty video but he put in some effort to be personal and that’s what made it stand out. That said, I don’t think this would work for everybody.  Let me know what you think.

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Human Touch, Lead Nurturing, Marketing Strategy, Personal Messages, Sales Leads, Web/Tech, Webcasts/Webinars, Weblogs



  1. December 10th, 2008 at 14:48 | #1

    Happy Birthday, Brian!

    That video is a great idea. It’s short and makes a personal connection. I’m thinking it doesn’t just apply to birthdays, but that there are a number of reasons to send a short video greeting.

    Some ideas might be:
    A company you want as a customer achieves a milestone. (Congrats on your 2,000th customer!)

    A new product launch by a company that’s your customer, or you’d like to have as a customer.

    A company shows a demonstration of support for a community project/charity event.

    Whether customer or prospect, a 30 second video is a nice idea and easy to do.

    Thanks for making me think!

  2. December 12th, 2008 at 14:26 | #2

    Isn’t it funny how the small things always mean so much to us. It wasn’t a huge thing – remembering your birthday – but it was a personal touch that went beyond the normal e-mail marketing. Don’t everyone go out and duplicate this, b/c that’s not the point. The point is, think about your customers, build relationships not leads.

  3. December 19th, 2008 at 12:04 | #3

    You’re right, it’s not pretty – but it could be. I think its a great idea. Not so sure how it would work for lead nurturing but it could certain work with existing clients.

  4. December 30th, 2008 at 09:44 | #4

    This just reiterates the fact that the more personal you can make your interactions the better. Including email templates! That goes for all you big companies. Rarely do I read an email with tons of information and lots of graphics. Even if I did request something from that company.

  5. lrm
    January 6th, 2009 at 08:50 | #5

    I think you have to understand what works and what doesn’t with your customers, but the better connection you can establish, the better. So if a happy birthday works, use it!

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