We’ve been hearing an awful lot about lead nurturing lately and how important it is to keep constant track of your customers to know what’s on their minds and where they are in the sales funnel. In that spirit, we’re asking readers to take a few minutes to respond to our “B-to-B Sales and Marketing Snapshot: 2010.”
With this effort we’re reminded of the Grateful Dead, who, turns out, were light years ahead of the concept of lead nurturing. In their 1971 album “Skull & Roses,” the band inserted the following message: “DEAD FREAKS UNITE. Who are you? Where are you? How are you? Send us your name and address and we’ll keep you informed.” The street address of the band’s office in San Rafael, Calif. was included in the message.
The group, of course, went on to cultivate (and grow) the now-famous confederacy of “Deadheads,” which for nearly 30 years followed the band throughout the country, lending new meaning to the word “loyalty.” (Is it any wonder the Dead’s business model is now starting to creep into biz schools?”)
If it’s OK, we’re going to take our lead, in this case, from the Grateful Dead, who, before disbanding in 1995 following the death of lead guitarist Jerry Garcia, were often referred to as a Northern-California corporation disguised as a rock band. In concert with marketing consulting agency MaconeRaine, ZoomInfo created the survey to get a better handle on Follow the Lead’s readers; what role they play in the sales and/or marketing compendium and how well (or not) they’re doing in aligning sales and marketing and the reasons for any disconnect.
We’re hopeful the responses will give us a sharper sense of the kind content we can provide that will help b-to-b sales and marketing pros perform their jobs better, grease the sales funnel, and, like the Grateful Dead realized a long time ago, create life-time value with their customers. We’ll share the results with you in a few weeks.
To respond to the survey, please click here.