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Sunday, 10 October 2010

Eight Top Drivers - Why Best in Breed Companies Outsource Their Lead Generation and Lead Nurturing

Why outsource your inquiry response handling and lead nurturing work to a specialised

demand generation/lead nurturing service company?

An IDC survey showed that one of "The Top 5 CEO Mandates For Marketing", is to 'measure and increase qualified lead generation results', through better lead management: (Source IDC report 'Tech Marketing Benchmarks and staffing)

The Top 5 CEO Mandates For Marketing

1. Provide consistent ROI measurement

2. Measure and increase brand awareness and reputation

3. Measure and increase qualified lead generation results

4. Decrease marketing spend as a percentage of revenue

5. Increase revenue

Here are 10 important stats to justify why best in breed companies outsource this important sales and marketing process:

1. On average, sales only follow up 10% of all leads generated

2. 90% of leads do not get followed up correctly

3. 47% of the 90% that do not get followed up by sales will eventually buy

4. 69% of leads get no follow-up at all

5. 67% are still planning to buy after 12 months

6. Only 11% of response forms receive a sales follow up in person or by phone

7. 40% of web form prospects receive information late and 20% never get sent any information or follow-up

8. 78% of companies don't have a functioning lead nurturing programme, which can produce associated reporting

9. More selling is required at executive level for high value/complex sales which require a minimum of between seven to twelve follow-up touchpoints before a sale is closed

10. 80% of sales close after the eighth contact

(Sources: Aberdeen Group; Gartner Group; B2B Magazine; Chilton; Reed Elsevier; & Cahners)

Your solution might be to outsource your enquiry response handling and lead nurturing work. A specialist Demand Generation/Lead Nurturing Service agency like eMarket2 can qualify your 'ready to buy' prospects; nurture the 90% non-qualifying leads; send out information and provide detailed statistics to help you measure the effectiveness of your demand generation campaign.

key Reasons for outsourcing


1. Easy telephone access - an efficient, 24-hour, FreePhone telephone service will impress prospects and encourage them to become customers.

2. Fast data service - your email and fax numbers can be routed via a service company so that data can be quickly turned around by email, fax or post.

3. Easy web fulfilment - your service company can handle "chat" requests and information forms routed directly from your website.

4. Sales lead distribution - the advanced sales lead distribution software used by service companies will enable your sales people to receive leads quickly by email, fax, or, better still, accessed directly from a secure internet site.

5. Links to your own CRM - your service companies can integrate sales leads with your existing contact management or sales automation system/ software.

6. Prospect Qualification - service company telemarketers can: generate sales leads; qualify prospects; perform "what do you buy?" studies; build relationships and invite prospects to seminars.

7. Effective Databases - your service company can manage and develop your databases by adding, cleaning and enhancing data with prospect feedback.

8. Sophisticated reporting - you will have access to sophisticated reporting facilities, allowing you to track and analyse results by territory, product type etc. For example, you will be able to measure lead follow-up and ROI

David Angwin, European Marketing Director, Wyse Technology is one of the growing number of companies that outsourced their lead handling to eMarket2 and comments "I've found that outsourcing these tasks, as I have, will not only relieve your workload but your quality of your leads and your sales will also increase".


"In-house DIY lead handling" can be a great idea until you take into account all the other existing sales & marketing responsibilities you already have. You may think you don't have the budget but think again; consider moving some of your demand generation budget into response management and lead nurturing.

Norman Campbell, Managing Director of eMarket2

FREE Best Practice Report: Choosing a B2B Telemarketing agency - 14 question to ask as part of your due diligence selection process Click here

eMarket2 are a specialist business-to-business lead generation marketing agency headquartered in the UK, just outside London, in Basingstoke, focused on building and managing UK, EMEA and North American wide lead generation programmes for Information Technology, Telecommunications, Business Services and Healthcare organisations such as Webroot, Citrix, NetJets, Tandberg, Nortel, Windriver, Netjets, Motorola, and Invitrogen.

Our services include: providing campaign strategy, programme management for lead generation, lead nurturing, lead management, channel marketing, partner recruitment, using email/internet marketing, telemarketing, creative, database services, social networks, SEO, and PPC.

Contact Details: Tel:+44 (0) 1256 853 040

Experience Background Overview,

20 years B2B Direct Marketing experience in business to business IT, Tele-communication, Business Services, Healthcare markets across UK, Europe, Middle East, Africa (EMEA) and North America. An innovative and effective marketing leader with proven management skills and a track record of delivering against aggressive business objectives and targets


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