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Telemarketing: A Critical Step to Turning Responders to Qualified Leads - Part 3

Posted on Apr 28, 2008 by Kathy Rizzo, Vice President Marketing

If you were shown a way to generate over $7 million in new pipeline by simply working leads that your marketing campaigns already uncovered with content that you already developed, would you jump on it? If so, keep reading!

In recent posts, the benefits of tele-qualifying your marketing responders have been addressed. Today, we’ll examine the results of a program specifically designed to nurture marketing campaign responders, which were not deemed “sales-ready”. In this example, our client first engaged in a tele-qualification program in order to determine which marketing responders represented “sales-ready” leads verses long-term qualified prospects. As suggested in our April 14th post, all “sales-ready” leads were forwarded to their sales team, while the qualified prospects (not immediate buyers) entered an ongoing nurturing program.

During the course of 18 months, over 2,000 qualified prospects entered the content-rich nurturing strategy. The nurturing program utilized well-timed telemarketing calls and customized email to deliver relevant content based on each prospect’s unique profile. Thus far, approximately eight percent of the prospects have been “upgraded” to a sales-ready lead through this nurturing process and have been provided to the sales team. While this percentage may not seem high, these “sales-ready” leads represent $7,179,085.00 in potential new revenue – derived from marketing prospects, which would have been discarded if not for the nurturing program.

To ensure proper use of funding and to avoid diminishing returns, the program was also set up with a unique scoring system, allowing us to monitor when a marketing prospect was no longer appropriate for this type of high-impact, content-rich strategy. Consequently, approximately 1/5 of the responders have been removed from the nurturing program during the course of the last 18 months, allowing the program to always focus on the most receptive prospects. This strategy kept costs low, while yielding a very positive ROI.

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, lead nurturing telemarketing, telemarketing sales leads, telequalification

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