Post by account_disabled on Feb 18, 2024 3:59:58 GMT
So, we skipped automated email follow-up altogether, and we passed all leads over to sales to deal with on a one-off basis. Not surprisingly, our reps were overwhelmed with manual follow up. Their goal was to get prospects on the phone so that they could verify the software buyer’s requirements and make sure that the person was truly in the market for software (what we’d call a “sales-qualified lead”). But many prospects wouldn’t answer our reps’ calls when they reached out cold, so the sales team spent most of their time emailing .
Even if they could verify the lead on the phone, they then spent quite a bit of Buy TG Database time emailing back and forth post-verification to try to close the deal. With such a manual process in place and so many emails to send, it took our reps between 12-24 hours on average to reach out to a new, incoming lead. We’d read studies that said you are 60x more likely to qualify a lead if you follow up within an hour than if you wait 24 hours—and we were even encouraging our own customers to follow this sage advice.
We decided enough was enough – it was time for us to drink the marketing automation Kool Aid. Unbounce Capterra Case Study Screenshot The Hypothesis When we pitched the idea around the office, we hypothesized how marketing automation could improve our team’s process and what would come from the investment. We planned to use the software to: Create an API that would feed all incoming leads from our landing pages into our marketing automation system Use the marketing automation system’s email capabilities to automate email follow up only with unresponsive leads who we could not get in touch with in the first 24 hours.
Even if they could verify the lead on the phone, they then spent quite a bit of Buy TG Database time emailing back and forth post-verification to try to close the deal. With such a manual process in place and so many emails to send, it took our reps between 12-24 hours on average to reach out to a new, incoming lead. We’d read studies that said you are 60x more likely to qualify a lead if you follow up within an hour than if you wait 24 hours—and we were even encouraging our own customers to follow this sage advice.
We decided enough was enough – it was time for us to drink the marketing automation Kool Aid. Unbounce Capterra Case Study Screenshot The Hypothesis When we pitched the idea around the office, we hypothesized how marketing automation could improve our team’s process and what would come from the investment. We planned to use the software to: Create an API that would feed all incoming leads from our landing pages into our marketing automation system Use the marketing automation system’s email capabilities to automate email follow up only with unresponsive leads who we could not get in touch with in the first 24 hours.