While the idea of “talking to the right leads at the right time” may strike you as completely commonsensical in your mind, it’s far from being common practice in the real world. Numerous studies on lead response management commissioned by independent marketing and sales think-tanks have shown that phone-based prospect follow-up activities of most companies typically overlook the importance of demonstrating prompt and timely responses. This post looks at some research findings that can potentially enhance the timeliness of your communications with a B2B mailing list.
In his article “Why Companies Waste 71% of Internet Leads,” Ken Krogue, co-founder of InsideSales.com, cites a widely-read study spearheaded by Dr. James Oldroyd of the Kellogg School of Management on lead response. The research material featured analysis of literally hundreds of thousands of data points surrounding follow-up teleprospecting and lead handling, providing a highly accurate picture of the underlying issues. The numbered items below are few points taken from the article and are aimed at helping you develop timing with your cold calling list.