Tele-Qualification - Not All Inquiries Are Created Equally
Posted on Feb 10, 2010 by Kathy Rizzo, Vice President of Sales and Marketing
Many B2B marketers responsible for demand generation refer to “inquiries” and “responders” interchangeably. These are prospects that raise their hand in some fashion – whether by attending an event, requesting information, or viewing content. Tele-qualification is widely utilized to qualify these prospects before passing to the Sales organization.
When setting expectations for the lead conversion rates derived from the tele-qualification process (percentage of your inquiries or responders that are “sales-ready" leads), it’s important to understand that all inquiries are not created equally. We’ve executed countless tele-qualification programs and have developed historical data based on type of inquiry/response. Although conversion rates will fluctuate based on market, level of contact and product/service, here are historical results for IT hardware solutions:
- Web Form “Contact Me” Inquiry = 19% list conversion
- F2F Event Attendee = 14% list conversion
- Download Single Asset = 4-7% list conversion
- Multiple Assets/Actions (i.e. email nurturing/scoring) = 6-13% list conversion
The results shown above are dramatically different. Thus, it important for marketing managers to understand benchmarks relating to the type of inquires/responders in order to properly set expectations and project the ROI.
Please read a previous post, which provides additional information on this topic – including the importance of Nurturing inquiries/responders: Examining Cost & Historical Stats to Estimate Realistic Results & Maximize Investments
Tagged: telemarketing lead generation, lead generation, lead nurturing, targeted lead generation, telemarketing benchmarks, telequalification
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