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Lead Response Management—The Next Frontier to Web Marketing

By: Ken Krogue QUESTION: What do you do with web leads once you have generated them?

This problem is forgotten by just about every web marketer. It is often the cause of failure in what would otherwise be successful internet marketing campaigns. But the obvious answer is easier said than done:

ANSWER: You respond to them quickly and consistently to qualify them into prospects.

Many organizations spend thousands of dollars each month with Business.com, MSN, Yahoo and especially Google to lure visitors to their website. These same companies invest tens of thousands in building a website to attract clicks. They even use analytical or testing tools like WebTrends, WebSTAT, WebSideStory or Omniture to analyze how to convert these clicks to leads.

The frustration comes when they let those leads to sit in some sales managers’ inbox for 48 to 72 hours before they get imported into a customer database like Salesforce.com or RightNow Technologies, and finally get routed to the correct salesperson to begin the sales process.

Our research shows that the average salesperson only tries 4 to 5 times 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 called back (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 follow up? Within minutes and seconds, not days and hours. And they keep trying to contact, often at different times of day and different days of the week until they get in touch.

Why spend thousands of dollars on driving traffic, well designed websites, and powerful analytics if you are going to let your leads sit for 48 hours and contact roughly half of your potential prospects? The thought is almost insulting, yet that is what happens most of the time.

There are solutions available that take control of lead response within seconds. They will continue to make twenty or more attempts at different times of the day and different days of the week to boost lead contact rates above eighty-five percent. Also, these same solutions can automatically market to leads and continue to convert prospects every 3-4 weeks for many 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 ROI from your lead sources.

This overlooked oasis of opportunity may just be the next frontier of internet marketing. It lies unnoticed somewhere between the Lead Generation Process and the Sales Process or right where the handoff commonly occurs between the Marketing Department and Sales. It’s the pain that everyone feels but no one is doing anything about, until now.

Article Source: http://www.lifeweightloss.com

Kenneth D. Krogue is the Co-Founder of InsideSales.com, the first internet-based lead response management database solution with built in dialer and voice messaging technologies. Kenneth has two decades experience in building and management of teams and technologies for inside sales capabilities. He built the fastest growing department at Franklin Qwest (Now Franklin Covey) and was a co-founder of UCN, Inc. a leading on-demand contact center solutions provider. Kenneth is available at 801-853-4090 and the solutions he discusses are available by going to www.insidesales.com.

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