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If you are paying (just as an example) $750 per appointment, and on average 40% or more of those appointments are with someone who cannot or will not buy, then you are actually paying $1250 per appointment—if you consider, as PointClear does, that unless it’s a qualified prospect it doesn’t count. Long term, things get even worse.
In the first article on marketing analytics , I discussed the best-practice processes involved in the review, assessment and continuous enhancement of saleslead generation programs to achieve improved results. Scores of X+ went to sales, and scores of <X came to PointClear for leadqualification and lead nurturing.
When it comes to improving saleslead generation results, using marketing technology without analytics expertise and business acumen results in a numbers glut devoid of action items. Embedded in every client program, they help us identify the right prospects and convert them to qualifiedleads. Segmentation and testing.
I’ve read and heard (from a well-known industry analyst firm) that best-in-class companies close 30% of salesqualifiedleads while average companies close 20%. Those results factor in lead leakage of between 52% to 86% of the marketing qualifiedleads put into the top of the funnel. So, what happens?
This is a skill that we teach our associates, who spend their days making dials (80 to 100 a day) and engaging B2B sales prospects on behalf of our clients. Read this post , written by Jim Hall, a PointClear associate, to learn how he applies these listening skills every day. Pay attention. As always, I welcome your comments.
Which means those “leads” land in a black hole, and the money spent to generate them is wasted. Leads aren’t leads unless: They’re qualified. A hand raiser isn’t a real lead (that is, salesqualified) until they’ve had engagement with a representative of your company to find out the answers to the questions above.
There is something of an irony at work here in that the MA offerings focus on generating inbound leads, and it’s a requirement that MA vendors need to supplant their own functionality with huge investments in outbound lead generation, leadqualification and lead nurturing if they want to achieve enterprise-level, complex sale success.
More leads are better than fewer leads. I received a lot of positive feedback about the article and decided to ask our PointClear PowerViews Alumni (those who have been on the PowerViews show ) for their input on the most dangerous lead gen lies out there. Leads suck. Sales is all about value for the dollar.
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