The author does a really good job of describing the tension between the customer’s readiness and the vendor’s need to move leads through the pipeline as fast as possible:
> What I was really asking potential customers to do was wait.
> Wait until they're ready to start understanding the API.
> Wait until they're ready to go through onboarding.
> Wait until the PoC is planned.
> …
> What ends up happening is that people get busy and they end up seeing that 14 day deadline, determine that they're not ready yet, so they bounce until they are ready, but then they never come back.
> I decided that I needed to remove that friction. I wanted to capture these leads as soon as they decide Keygen may be the solution for them. So ultimately, I can start nurturing these leads.
I’d love to hear more about what “nurturing” looks like.
> What I was really asking potential customers to do was wait.
> Wait until they're ready to start understanding the API.
> Wait until they're ready to go through onboarding.
> Wait until the PoC is planned.
> …
> What ends up happening is that people get busy and they end up seeing that 14 day deadline, determine that they're not ready yet, so they bounce until they are ready, but then they never come back.
> I decided that I needed to remove that friction. I wanted to capture these leads as soon as they decide Keygen may be the solution for them. So ultimately, I can start nurturing these leads.
I’d love to hear more about what “nurturing” looks like.