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Telemarketing: A Critical Step to Turning Responders to Qualified Leads - Part 2

Posted on Apr 14, 2008 by Kathy Rizzo, Vice President Marketing

Only a fraction of a company’s marketing responders are qualified “sales-ready” leads (see blog post from April 1st -A Critical Step to Turning Responders to Qualified Leads Part 1 ). However, a large portion – approximately 60%, are qualified prospects that could buy from you someday. These prospects are NOT planning a project or purchase in the foreseeable future; however, they are indeed decision-makers or decision influencers within your key demographics.

When you send all your marketing responders to your sales team to work, the sales reps typically discard this large segment of qualified prospects, as they are focused on finding the “sales-ready” leads in order to meet their sales quota (in fact, typically the sales reps will “cherry pick” the responder list and very rarely call all of them). Thus, a large segment of your prospects fall into a “black-hole” and your marketing investment is not maximized.

As touched upon in the April 1st posting, one of the most effective ways for companies to maximize their initial marketing investment is to tele-qualify all responders in order to determine which are “sales-ready” leads verses qualified prospects. The “sales-ready” leads should be sent directly to your sales organization for immediate follow-up – and to work towards closure. The qualified prospects can then enter a nurturing program.

Setting up a nurturing program can seem like an overwhelming step. However, if you engage an experienced vendor and re-purpose content that you already have created, the implementation is very manageable. To review TeleNet’s Nurturing best practices, please take a look at the below articles:

Lead Nurturing: Cultivating Relationships and Growing Sales

Show em The Love. How You Can Create A Content Rich Nurturing Strategy

Tagged: lead nurturing, telemarketing leads, telequalifying leads, responder telemarketing, lead generation

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