The missing human touch in challenge of lead nurturing

B2B Marketing Automation

Most businesses bought or have a subscription for an email marketing system or B2B marketing automation system allowing them nurturing their leads and customers.
The problem with these lead nurturing programs is that they are too generic and are missing the human touch.

Personal touch challenge

Previously the salesmen would contact their customers and leads on a regular basis with a conversation that is very specific for each lead or customer and thus very personal, now with all the marketing automation tools this has become rather generic and not personal.
The challenge is to have sufficient segregation in the different market segments of your leads and customers in order to send out more appropriate emails.
- Can you define different segments for your leads and customers in order to send them different emails ?
- What exactly should each sub-group be interested in ?
- What content should be send matching their interest ?
- When should the emails be send ?

Adding the personal touch

One good indicator is when your leads or customers visit your website again. They will use search terms to find your website or use a direct access. These search terms used will already indicate their interest.
Additionally the pages visited and the duration of each page visited will give good indication of the interest.

This is why LEADSExplorer allows sending emails using templates to visiting companies (leads or customers) with the benefit of being able to edit the template in your email client to give it a human touch before sending it.