Save money whilst generating warm/hot leads:
Here’s how (part 3 of 3)
Follow up – why would you NOT?
Following on from previous January and February articles on how to get the most out of your lead gen / telemarketing campaigns I would like to talk about the importance of follow up and how to avoid losing money through WASTE
The early bird catches the wormsomeone once said..
Successful lead generation can only be done with close collaboration between marketing and sales teams. Many businesses are creating lead generation units (either individuals or teams), giving them direct line reporting into sales. Here is the first mistake – lead gen teams should report to marketing and sales jointly. Why? to drive collaboration between all three areas of responsibility.
Marketing spend time researching lead lists, checking they meet the campaign criteria (business and individual), validating them against existing CRM business data, and creating relevant messaging strategies and execution plans to raise awareness, and build engagement opportunities.
Sales teams should be on alert as the campaign commences, to ensure timely follow up, with continuous messaging to bring the lead through the journey in becoming a customer.
As you read this you may be thinking this is obvious. Indeed, it is. Yet surprisingly the majority of businesses do not have collaboration between sales and marketing, often leading to NO FOLLOW UP WHATSOEVER. This is an incredible waste of time, money and effort on behalf well, everyone.
When is the best time to follow up leads? The answer to this question has any options, based on the lead interaction as a result of your messaging delivery. The following list should act as a guide.
- The lead has responded to you. FOLLOW UP IMMEDIATELY. An example here – often missed – is if you are running a linkedin lead gen campaign – it is essential that the person responsible for follow up check their linkedin accounts 5 – 8 times a day following initial outreach. There is nothing worse then when a lead accepts a connection or responds to a message which is then left for a day or more.
- The lead has not responded to you. FOLLOW UP WITHIN 3 DAYS. An example here – again with linkedin, anything longer gives the impression you are not really interested in this lead.
- Following an event – this is a tricky one. Whilst the rule of thumb here is quick follow up – ie within 24 hours, we have had various results with this. Any person attending an event will be inundated with follow up requests within the 24 hour period. We have seen more success with follow up either THE SAME DAY (ie before the masses hit) or 2 DAYS later, (ie after the massed hit).. why? because your follow up will not be distinguishable. Earlier follow up means you are really really interested in them – however sometimes – especially with face to face meetings you can determine that immediate follow up is not wanted – in that case I highly recommend making a plan with the lead to follow up in a couple of days – so they are expecting you to do so later. CONFIRM the best option with them during your initial engagement.
**Note I have been talking about linkedin as the social media platform for outreach. This is the best option for B2B, there is of course twitter also as an option; B2C campaigns may see your marketing team choose other social media platforms such as Instagram, facebook.
Once the first round of follow ups has happened, be sure to go back to your CRM and lead gen / marketing colleagues to give an update on progress. Tracking is vital to enable you to optimise for the next lead gen campaign.
Want to learn more tips on how to tweak everything I have talked about in these last 3 posts on running successful and cost-effective lead generation campaigns? Then get in touch today, it’d be great to talk!