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QUESTION: What do you do with leads once you generate them? This question is forgotten by almost everyone. It is often the cause of ineffective results in what would otherwise be successful online marketing campaigns. But the obvious answer is easier said than done: ANSWER: You respond to them immediately and consistently to turn them into prospects. Many organizations expend lots of money monthly with Yahoo, Business.com, MSN and especially Google to lure visitors to their website. These same companies invest significant amounts up front in building beautiful web sites to attract visitors. They even use analytical or testing tools like WebSTAT, WebTrends, WebSideStory or Omniture to analyze how to turn these visitors to leads. The problem comes when they let those leads to sit in some sales managers’ inbox for 48 to 72 hours before they get typed into a CRM database like Salesforce.com or RightNow Technologies, and finally get assigned to the right sales representative to get back with them. Our research shows that most salespeople only makes 4 to 5 attempts to get in touch with them the first week then they move on. That means only one-half of a company’s web leads will actually get contacted. By the time they get contacted (if they get called back) a competitor has often reached them first and is already close to another customer, your customer. Why? Because they got back with them immediately, and followed up consistently. Just how quickly do they begin attempting contact? Within seconds and minutes, not hours and days. And they keep calling, often at different times of day and different days of the week until they can begin the sales process. Why spend thousands of dollars on generating clicks, high conversion websites, and powerful analytics if you are going to let your leads sit for 2 days and contact just over half of your potential prospects? The question is almost insulting, yet that is exactly what happens. There are new technologies just coming out that take control of lead response almost immediately. They will continue to make dozens or more attempts at predefined times of the day and different days of the week to increase contact rates above 85%. Also, these same solutions can be set up to automatically market to leads and continue to cause prospects every 3-4 weeks for 2 years or more. We at InsideSales.com call this ‘Lead Response Management’. Wringing every last ounce of value out of your valuable leads and tracking a true return from your lead sources. This overlooked oasis of opportunity may just be the next frontier of online marketing. It lies unnoticed somewhere between Lead Generation and the Sales Process or right where the handoff commonly occurs between the marketing and sales. It’s the pain that everyone feels but no one is doing anything about, until now.
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Kenneth D. Krogue is the President of InsideSales.com, the first internet-based lead response management database software solution with built in voice messaging and dialer technologies. Ken has nearly twenty years experience in managing and building teams and technologies for inside sales capabilities. He built the original inside sales department at Franklin Qwest (Now Franklin Covey) and was a co-founder of UCN, Inc. a leading hosted contact center provider. Ken is available at 801-853-4090 and the solutions he discusses are now in production to try for yourself by going to www.insidesales.com.
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