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BizReport : Research : August 17, 2007
Study: Marketers may not be following up with users
A recent study series from KnowledgeStorm may be a bit confusing for marketers - and consumers. That, because the study indicates marketers think they are following up on initial contacts with users but users say they aren't being contacted by marketers for follow up calls.
The three part study is called Connecting Through Content and takes a hard look at the lead follow-up process for tech marketers.
According to the report 42% of marketers say they "always use" courtesy calls to follow up with initial contact and 26% say they "always use" sales calls. However, 23% of tech buyers say they "never receive" follow up calls after the initial contact and 26% say they "never receive" sales calls.
The difference may be the fault of the tech buyer, more than 35% of whom say they don't always provide valid contact numbers when they register or research a product.
Still, that doesn't clarify the disconnect between marketers and consumers, which means some simple marketing techniques are falling through the cracks.
To increase the conversion numbers and keep users on email or newsletter lists, marketers need better follow up in a timely manner. More than 70% of tech buyers say a more timely contact could change their response to a product. Currently only about 38% of buyers are contacted within one business day and only about 35% are contacted within two business days.
Tags: email marketing, online marketing
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Comments
Idea: Boxpilot is a great way to automate voice follow-up calls in a business-to-business environment. It's called guided voicemail and many of today's leading B-to-B companies use it to make quick voice contact with recent leads. Phone: 1-866-340-0994 Website: http://www.boxpilot.com
Posted by: MIKE KYTELL on August 18, 2007 22:25
Marketers may not have the staff to make thousands of "sales calls", or "courtesy calls", for follow purposes. In addition, approximately 70% of courtesy calls endup in voicemail. This may waste a sales reps time, or create a repetitous project of leaving messages into voicemail boxes. SOLUTION; Use a Voicemail Courier service. This service places phone calls to every contact on your list, in an attempt to reach the voice mail box. It negotiates with receptionists, uses dial-by name phone menus, then drops a recorded message into the proper contacts voice mail box. The message can be that of your own voice. Website: www.voicelogic.com
Posted by: C. Correia on September 9, 2007 01:45