©Conversica LLC.

When “Hot” Leads Go Cold:3 Pitfalls to Avoid

Presenter:Erroin MartinDirector of Enterprise Sales, Conversica

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• How Did We Get Here

• Identify the 3 Pitfalls for Leads• More Is Better• Not Knowing When to Engage• Not Knowing What the Lead Thinks

• Identify Tools That Can Help• Why They Work & Why Not

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Goals of the Webinar

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How Did We Get Here?

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Lead Generation

Lead Qualification

Sales Process

Closed Sale

The Ideal State of the Lead Journey

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Other System

CRM System

Marketing System

Lead Qualification Sales

Email

PhoneAutomated

Drips

Paid

Social Networks

Events

Inbound

Email

Phone

Automated Drips

Lead Generation

The Reality of the Lead Journey

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Leads Fall Through The Pitfalls

Some get recycled – most don’t

Pitfall 1 Pitfall 2 Pitfall 3

Most “Hot” Leads become…

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… the Walking Dead

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Eating at your productivity & revenue

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Pitfall #1: Lead Quantity

Hey, it worked for 1,000 leads let’s crank that baby up!

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• 80% leads are never contacted(PSU Study, InsideSales.com, AA-ISP)

• 8+ calls to reach a prospect(Siriusdecisions)

• 42% of reps feel uninformed about the lead

(Lattice Engines/CSO Insights)

• 50% maybe qualified yet are not ready to buy

(Gleanster Research)

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Adding Fuel Does Not Fix

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• Overloads current systems• Leads get missed• Leads go untouched in a timely

fashion

• Creates conflict between Marketing & Sales• Leads are junk• Leads are “cherry picked”

• Marketing ROI can shrink quickly

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Adding Fuel to the Fire

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• Tier 1• Hire more reps

• 10 months to hit full production*

• 80% of their time is non-revenue**

• Tier 2• Lead scoring

• Create an Ideal Profile

• Create a threshold

• Tier 3• Contact all of your leads

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3 Tiers to Overcome The Pitfall

*AA-ISP**TeleSmart & CSO Insights

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Pitfall #2: Not Knowing When, Where to Engage

Here’s your list. Good luck!

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• 90% of buyers want to decide when to engage a company*

• 82% of customers will know more about you before connecting**

• 63% of buyers want to take their time before buying***

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When, Where, & How To Engage Your Lead?

*DemandGen Report**Forrester***Harvard Business Review

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• You assume• Right number• Right time to dial• Right person

• You have got to contact them in 5 minutes• Or your 9x less like to close the

sale*

• 50% of sales go to who connects first*

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When The Lead Comes In

*InsideSales.com

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• Tier 1• Get a power dialer• Send auto-responders, send more

emails

• Tier 2• Look at past actions to predict

future actions

• Tier 3• Ask your leads

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Right Time & Place Matters – 3 Tiers to Find Out

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Pitfall #3: Not Knowing The Quality of Your Process

Have you inspected it lately? Are you afraid to find out what really happens?

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• 89% of buyers believe reps cannot help them*

• 87% of buyer believe reps are not focused on their needs*

• 73% of leads feel that businesses don’t care about them**

• 7% of reps make the effort to engage the lead***

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What Does Current Research Say

*The Brevet Group**Conversica***Velocify

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• How often do your reps fail to connect?• Especially after a lead signals they want

to buy?• How do monitor the quality of a sales

interaction?• Ghost listen?• Field ride a sales meeting?• Look for keyword trends?

• How do you know why your lead did/did not buy?• Are you relying on your sales rep to find

out?

What You Don’t Know Costs You Money

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• Tier 1• Secret Shopper

• Field-ride the calls

• Tier 2• Survey your customer

• Tier 3• Just ask your all of your leads using

artificial intelligence

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3 Ways to Find Out About Your Processes

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Available Solutions

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• Pitfall 1: Lead Volume• Hire more reps• Institute leads scoring• Engage all of your leads

• Pitfall 2: Know When & Where• Power dial through your leads• Predict which leads to engage• Just ask your lead

• Pitfall 3: Your lead/sales process• Secret shopper• Survey your customers• Ask all your leads in a natural way using

artificial intelligence

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Separate Solutions

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• Engage on preferred method and understand answers• Email – 76% of customers*• 93% convert on 6 touches or more**

• Let’s the customer choose when to connect with a rep• 90% desire to set the time***

• Learn directly asks the customer about their experience• 73% of companies fail to follow-up on

lead experience****

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A Single Solution To Engage, Confirm, and Know

*Lytrics & B2B Magazine**Velocify***DemandGen Report****Conversica

Example: Initial Email Engagement with Lead

Hi Jenny, Tuesday 9:15 AM

I have been doing research for my company. Yes I do have some questions about the product and how much it costs. We are looking at many different vendors with a decision to be made in 2 months

Gerry

Hi Gerry, 9:02 PM

I saw you downloaded information from our website. Can I provide you with any additional information to understand our product?

Thank you very much,Jenny

Hi Gerry, 9:02 PM

I saw you downloaded information from our website. Can I provide you with any additional information to understand our product?

Thank you very much,Jenny

Hi Gerry, Monday 6:02 PM

I saw you had downloaded information from our website. Can I provide you with any additional information about our product?

Thank you very much,JennySales Solutions Assistant

Alert to Sales Rep

Days 1 - 21

Day 22

Example: Discovering More Information from Lead

Hi Jenny, Wednesday 7:45 AM

Yes. I’m in the office 9-5 ET. That’s my office number, so call my cell at 444-444-4444. It is the best way to get a hold of me.

Best,Gerry

Hi Gerry, Tuesday 9:22 AM

Mike can help you and would like to give you a call. Is 555-555-5555 the best number to reach you on during the day?

Thank you,JennySales Solutions Assistant

Alert to Sales Rep

Day 22

Day 23

Example: Getting Feedback on Rep Follow-Up

Hello Jenny, Monday 8:15 AM

Thanks for your help! He was able to answer most of my questions and was very knowledgeable about our situation. I have received all the help I need.

Gerry

Hi Gerry, Friday 3:04 PM

I just wanted to follow up and make sure Mike was able to help you. Did he contact you?

Thank you,JennySales Solutions Assistant

Happy customerHappy sales rep

Day 25

Day 28

Built-In Analytics Show Successful Engagement and Highlight Leads at Risk

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Questions & AnswersLearn More at www.converisca.com

sales@conversica.com

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