As you all know, Green Leads is in the b2b appointment setting business. Similar to b2b inside sales teams, we book meetings with C/VP level executives on our clients' behalf and only get paid when the meetings take place. The ROI is easy to calculate as clients only pay when the sales rep completes the meeting. So X meetings for $Y. We can deliver this service predictably because it's all about the numbers. Those of us in the business can recite stats at the drop of a hat -- what list penetration numbers are, the mix of titles based on the client or industry, the number of C/VP level referrals, the reschedule and cancel rates -- you name it.
Last year some stats started changing. During regular review meetings, two clients asked within weeks of each other why their list penetration numbers were dropping (the number of meetings booked per list). They were still getting the same amount of meetings, but they were right, we were all working harder, and we were consuming bigger and bigger lists to achieve the same numbers. Then, a third client asked what we were doing different because their penetration numbers were increasing. It happened to be the same period.
After some discussion internally, we realized that the third client had been feeding us lists that were actively being nurtured. The lists were smaller in size than the other two clients, but each contact was receiving valuable contact through white papers, webinar invites, analyst studies, blog links, etc. Inbound leads as a result of the nurturing campaign were routed to their inside sales team. The remaining leads, after reaching a certain lead score based on the numbers of email opens, forwards, website visits, and other criteria, they were transferred to our lists for outbound appointment setting. We were converting them to meetings at astonishing rates.
Since then, five of our clients have started feeding us nurtured leads to augment traditional raw names. In two cases, they outsource the management of the nurturing process to us.
The results -- Prospects that are nurtured are 17% more likely to be accept a meeting when pitched, and of those, the appointments completed moved on to further sales discussions 37% of the time (12% higher than non-nurtured).
We are now recommending to all our clients that they implement nurturing programs in conjunction with our appointment setting. If tightly integrated, the results of the two are significant:
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