The relationship between increased touchpoints and decreased engagement was striking. Overall conversion to meeting declined from 3% to 1.5% In that same period, the average response rate decreased from 22% to 11% Over the course of 18 months, the number of touch points needed to yield responses increased from an average of 6 to an average of 12 Those are some serious results, and all it took was a shift in our B2B prospecting strategy. As a result, we saw 70% of inbound leads move deeper into the sales funnel, more than tripling the previous number of sales opportunities. To move leads deeper into the sales funnel, we focused on leveraging our client’s existing content strategy to engage and educate prospects. So our team took on a challenge: how could we make sure the leads we brought in and nurtured for our client were ready to buy? Leads came in, but they weren’t converting to sales meetings. The buyers for their services are CEOs of mid-market companies. We saw this come true with a client who has been working with MarketLauncher for more than 10 years. A Successful Customer Outreach Strategy that Worked for Our Client How can companies most effectively turn leads into qualified sales opportunities? Hint: cold-calling and mass emails are no longer the answer.ī2B prospecting that drives results focuses on building an engaged audience through consistent and personalized customer outreach strategies. Today, decision-makers are bombarded with demands on their time, and breaking through the noise is a daunting task.
Buyer behavior is constantly changing, and with it, best practices for conducting sales outreach.
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