Thoughts on how the human touch impacts marketing performance
Improving marketing performance is not just about implementing the right technology (i.e. marketing automation, lead scoring, nurturing etc.); it’s also about creating a strategic process to involve people in the process of lead nurturing and qualification.
You may have the best content in the world, but there are just some things that must be discovered through a human, two-way conversation. To put some perspective on how the human touch impacts marketing performance, I was interviewed by Christopher Doran VP, Marketing for Manticore Technology to focus on the importance of leveraging personalized outreach along with marketing automation to improve your success.
In the interview I answer the following questions from Chris:
- How can strategic phone outreach impact lead scoring?
- What do you think it’s critical for marketing to learn on the phone that they cannot learn through online behavior?
- What are the top 3 relationship-building impacts teleprospecting can help marketing achieve?
- Can you share an example of something learned in a call that enabled a company to improve their online marketing programs?
- What do you think is the biggest benefit for marketing from Marketing Automation systems?
I’d love your input… Where else do you see the human touch making a big impact marketing performance?
Read the interview: “How the Human Touch Impacts Marketing Performance”
B2B Telemarketing, Human Touch, Lead Qualification, Marketing Strategy, Sales Leads
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Great Article, Thx for Post
Best Regards
Hi Brian ! This is a great interview!. We’re fortunate to live in a time when marketing automation systems are so readily available we often forget how important is the human touch. Here’s a good example-in our company the technology is available: CRM, SFA, CTI, behavioral analytics, email marketing systems, web site forms, business process management, etc., but we need seasoned people who can put these pieces together and give our customers guidance on the business rules, business reasons and business logic. As you mentioned- having the right people executing the right processes makes it all work.
Really great interview. You should also check out this Free Guide to Lead Nurturing http://leads.buyerzone.com/2010/08/free-guide-lead-nurturing.html
Hi Brian,
This is a really good interview and it’s a shame that more of my clients don’t read about your work.
As you say, automated systems are useful in lead generation and the sales process, but we need to remember that they are just tools. It really takes human interaction to really identify the difference between a possibility and an opportunity.
I work as a Telemarketing Consultant in the UK and have been following your articles for many years with great interest.
For any UK readers – please see my blog http://www.freelancetelemarketing.org.uk or my website http://www.sl-freelance.co.uk
Many thanks once again for your hard work Brian.
Kind regards,
Stephen Law
This is an excellent presentation on the importance of the human touch in marketing. Sometimes we have to separate ourselves from marketing and the marketing automation leverage we use and add the personal touch and personal contact. The human contact and personal conversation helps to add their perspective
People say that natural communicators are born, not made – but in my experience good training makes a huge difference.