Is Killer Content Killing Your Team?
As VP of marketing for BAO, I’m in a unique position – I manage my own team, campaigns and programs, but I also have the opportunity every day to work with our Clients, who represent some of the strongest sales and marketing teams in high tech. It’s one of the best parts of my job, because we’re able to share perspectives on what we’re seeing in the market, what’s working and where there are challenges.
Lately, there’s a common theme. Like BAO, our Clients are dramatically increasing their content marketing volume – and they’re driving absolutely unprecedented volumes of inbound leads. This is an exciting opportunity in marketing, because the multitude of channels allows us to tell very of-the-moment stories to our buyers. But, like anything else, there’s a downside to the high-volume game.
And if there’s no immediate follow up, they’ll cool down quick.
Our research shows that it takes 31 dials to qualify a single lead – even when they’re warm. Could your inside sales team tackle that kind of volume? Should they? In my experience, no on both counts. They have other responsibilities to focus on.
But that’s how we end up with research indicating that, due to a lack of resources, up to 40% of all inbound leads never receive any kind of follow up from sales. And that becomes a source of frustration for everyone.
We’ve seen this scenario play out with Clients many times – and as sales and marketing pros ourselves, we understand the pain from both sides. That pain was the genesis of our Lead Qualification service.
Hands down, the best way to uncover opportunity among these leads and measure the value of these campaigns is live phone follow up – and our Lead Qualification service is designed to do that, instantly. In fact, we take that long list and hit the phones to follow up on every single lead generated. (We can even tackle your backlog.)
We go in with a custom survey developed to reveal the quality of each contact in the context of what matters for your business.
Removing this burden from your internal teams helps you maximize your investments in content without crushing your inside team’s productivity. It’s a win-win for sales and marketing – everyone gets the results and insight they’re looking for (minus any frustration or finger-pointing).
If your team is experiencing the pain of “too many leads” (did you ever think you’d hear yourself say that?), I’d love to hear from you. And if you’d like to learn more about our Lead Qualification service, check out the service overview.
Speak with a pipeline expert to build a program that meets your needs.