How to get more ROI from your lead generation
How to get more ROI from your lead generation
Organisations invest heavily in generating leads. But the sad reality of even the best lead generation is that circa 80% of the leads are wasted.
Here is how it happens:
Leads are generated. Maybe via marketing automation, exhibiting at a trade show or exhibition, or maybe a literature request.
The best 20% (who we’ll call prospects) will have current needs of some sort and that will totally absorb your sales team’s time. Those prospects will want meetings which will require the preparation of presentations, proposals, and costings. And that, in turn, should lead on to negotiating terms, drawing up contracts and signing up and bedding in new customers. And those activities are the life blood of any sales team.
But Pareto’s law means the other 80% (suspects) have no immediate identified need. They only stopped at your stand, clicked on your email or downloaded your brochure because of a possible future need, mild interest or curiosity. And because your marketing team did a great job in designing your collateral.
They might need your product or service in six, twelve- or eighteen-months’ time. Or maybe more. Maybe they’re beginning to plan a project way off in the distant future. Or they’re locked into a contract for the next two years. Or they only review their supply chain when they redesign their products.
These are the kind of suspects most salespeople don’t have time to deal with. It’s hard enough keeping on top of your hot opportunities, live deals and active pipeline. It takes time to engage these suspects. For a start, suspects are much more reticent to pick the phone up. They are less likely to respond to an email, because, right now, your products are not high on their priority list.
Your sales team have targets to meet and sales to win, but, in the short-term, these suspects won’t contribute to their sales targets. And the level of tenacity needed to reach this slightly-less-engaged audience is much higher – so you may need to ring 4,5 or 6 times to reach them which is just not viable for a beleaguered salesperson.
And that presupposes that you all speak the same language which in a global organisation, is unlikely.
But realistically, those 80% suspects will be pushed to the bottom of the pile. If they are not followed up promptly and tenaciously, there is a good chance that, by the time you do speak to them, they won’t remember what it was that piqued their interest and why you’re now bothering them.
Resulting in almost all the potential opportunities represented by those 80% suspects going to waste.
So, this is where we come in.
At The Call Business, we create efficient contact strategies that qualify, engage and nurture these suspects.
We’ll qualify out the tyre kickers and time wasters. We’ll engage with the viable contacts and identify the possible future opportunities. We’ll nurture them, keep in touch with them, make them feel valued and turn them into prospects. Prospects that will flourish into clients, when it’s the right time for them.
We act as an extension of your team. At the outset, our business developers learn about your products, your markets, your USPs. We become familiar with your FAQs. We work to a brief not a script, so we can have natural, authentic conversations with your suspects. Working globally, with a team of native-speaking business developers in 20+ languages means we can engage your suspects regardless of their nationality.
We know that when suspects start to ask really technical questions, those are buying signals, and that is our cue to hand them over to you. Once their questions are answered, if their need is not immediate, you can elect to hand them back to us for nurturing, or continue the dialogue yourself if you have the capacity to do so.
Your assigned business developers are not distracted by face to face meetings, interrupted by having to write proposals or presentations and they don’t have to deal with new clients. Our team’s focus is always and entirely on managing this pipeline of future prospects for you. And you can contract us for as many or as few days per month of our services as you need. And you can dial that level of service up or down without any HR issues and no arguments about headcount.
This results in our clients benefiting from extraordinary results, such as:
Our lead nurturing was directly attributed to a six-fold increase in new project value for a large scientific and medical components manufacturer
In nine months, we engaged a pool of unqualified suspects to deliver 474 hot prospects to a market-leading gas analysis supplier
In six months, we booked 86 meetings for a client, which generated 36 deals and enabled them to exceed their revenue target by 1000%.
When you invest in generating leads, no matter what channel you use, you need to get the maximum ROI from your investment. So, to wring every last bit value from your investment, let’s have a quick chat to explore the options.
Because, whatever percentage of prospects you initially convert, with our help, over time, you could well double it.
Lead qualification and nurturing is not all we offer. You can see our full range of our services here or drop an email to info@thecallbusiness.com to arrange a call to discuss your needs.