| Why you should outsource lead handling and lead nurturing|
|This guide analyses the results of a recent survey and shows eight good reasons why you should outsource lead handling and lead nurturing.|
What are these?
An ‘IDC survey’ shows that one of “The Top 5 CEO Mandates For Marketing”, is to ‘measure and increase qualified lead generation results’, through better lead management:
(Source IDC report ‘Tech Marketing Benchmarks and staffing for 2004)
|1.||Provide consistent ROI measurement |
|2.||Measure and increase brand awareness and reputation|
|3.||Measure and increase qualified lead generation results |
|4.||Decrease marketing spend as a percentage of revenue |
|Your solution might be to outsource your enquiry response handling and lead nurturing work. A specialist Demand Generation/Lead Nurturing Service Company can: qualify your ‘ready to buy’ prospects; nurture the 90% non-qualifying leads; send out information and provide detailed statistics to help you measure the effectiveness of your demand generation campaign. |
Here are some more stats to justify why you might outsource this work:
|1.||On average, sales only follow up 10% of all leads|
|2.||90% of leads do not get followed up correctly|
|3.||77% of the 90% will eventually buy |
|4.||69% of leads get no follow-up at all|
|5.||67% are still planning to buy after 12 months|
|6.||Only 11% of response forms receive a sales follow up in person or by phone|
|7.||40% of web form prospects receive information late and 20% never get sent any information or follow-up|
|8.||78% of companies don’t have a functioning lead nurturing programme which can produce associated reporting|
|9.||More selling is required at executive level for high value/complex sales which require a minimum of five follow-up touchpoints before a sale is closed|
|10.||80% of sales close after the fifth contact|
|(Sources: Aberdeen Group; Gartner Group; B2B Magazine; Chilton; Reed Elsevier; & Cahners) |
|"outsource your enquiry response handling and lead nurturing work to a specialised |
demand generation/lead nurturing service company".
|Reasons for outsourcing|
| EIGHT GOOD REASONS TO OUTSOURCE |
|1.||Easy telephone access – an efficient, 24-hour, FreePhone telephone service will impress prospects and encourage them to become customers. |
|2.||Fast data service – your eMail and fax numbers can be routed via a service company so that data can be quickly turned around by eMail, fax or post.|
|3.||Easy web fulfilment – your service company can handle “chat” requests and information forms routed directly from your website.|
|4.||Sales lead distribution – the advanced sales lead distribution software used by service companies will enable your sales people to receive leads quickly by eMail, fax, or, better still, accessed directly from a secure internet site.|
|5.||Links to your own CRM – your service companies can integrate sales leads with your existing contact management or sales automation system/ software.|
|6.||Prospect Qualification – service company telemarketers can: generate sales leads; qualify prospects; perform “what do you buy?” studies; build relationships and invite prospects to seminars. |
|7.||Effective Databases – your service company can manage and develop your databases by adding, cleaning and enhancing data with prospect feedback. |
|8.||Sophisticated reporting – you will have access to sophisticated reporting facilities, allowing you to track and analyse results by territory, product type etc. For example, you will be able to measure lead follow-up and ROI |
|"I’ve found that outsourcing these tasks, as I have, |
will not only relieve your workload but your sales will also increase".
David Angwin is the northern europe regional marketing manager for Wyse Technology
|"DIY" can be a great idea until you take into account all the existing sales & marketing responsibilities you already have. |
You may think you don’t have the budget but think again; consider moving some of your demand generation budget into response management and lead nurturing.
What are these?
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