One of the most important keys to B2B lead generation calling campaign success is calling the potential prospect on an ongoing basis. In fact, according to InsideSales.com, a sales process that mandates 8-12 contact attempts, and uses multiple modes of contact (phone, email, voice message, etc.) usually sees a 90% contact rate for all possible leads, almost double the industry average.
However, the average rep’s performance is between 1.7 and 2.1 attempts before they give up. This leaves a lot of room for improvement in the industry. This also means that B2B companies really should focus on ongoing lead generation.
Here are 3 of the top benefits of ongoing calling when generating B2B leads:
Keeps the Sales Funnel Fill
You want your sales team to be consistently busy throughout the whole year, not just for a few months here or there. If you only make one big push with your calling campaign it’s likely that the sales funnel will only be full for a few months and then dry out for the rest of the year. An ongoing calling campaign spreads the leads out, allowing salespeople to adequately work in a steady, consistent manner.
Gives Access to Data
When do you think potential leads are more likely to engage in a conversation: when you call and are speaking generally or when you are able to mention specific things that are relevant to their needs and company? Calling month over month allows you to learn about the prospect and the market and adjust the calling approach for a more successful effort. Over time, you’re able to access data that allows calling efforts to narrow in on particularly successful audiences, times of year, etc. Condensing a calling campaign into a short period of time doesn’t allow for this important process.
Reaches Prospects at the Right Time
Certain times of the year are better for some prospects. For example, they might not have the time to speak during their peak season but would be more open to a conversation while things are slow. If you only call once you could catch them at a bad time. Reaching out over the course of the year allows for callbacks when appropriate and nurturing in between the calls.
It’s important to never be too quick to disqualify a lead. Just because you aren’t able to connect with a prospect or generate a lead to pass on to the sales team on the first few tries doesn’t mean that the contact won’t be a great client or customer in the future when they are ready. Staying in touch over time keeps your company top of mind for when the timing is right.