Lead Generation: How Appointments Are Set With Marketers, October 2013 [CHART]
Marketers have – presumably – an excellent understanding of what a lead generation campaign entails. So how do they respond when they’re the target? Quite well, says LeadJen in a study that analyzed records for lead generation campaigns targeting lists of marketers over a 3-and-a-half year period spanning from 2010 through this year. The results indicate that the average connect rate for lead gen efforts aimed at marketing professionals was 13%, compared to 10-12% for other professions. How were those appointments set?
Interestingly, an impressive 34% came as a result of inbound responses: 20% via email and 14% via phone call. A majority 53% were set from outbound phone calls – predictably with diminishing returns as the number of calls increased. In other words, 31% of appointments were set from 1 call, dropping to 11% from 2 calls, 6% from 3 calls, and 5% from 4-6 calls. While that suggests that there’s a limit to the number of calls to be made, research from Velocify (formerly Leads360) has shown that up to 50% of leads are never called a second time. Read the rest at MarketingCharts.