Half of your leads may be going to waste. Find out why! – WAU

The readers here on the blog already know about the role of digital marketing in the sales strategy of companies. For those who were born online and, especially, those whose business is essentially online, digital marketing is part of the DNA of these companies and, in general, is integrated into their entire operational process. However, with companies […]

The readers here on the blog already know about the role of digital marketing in the sales strategy of companies.

For those who were born online and, especially, those whose business is essentially online, digital marketing is part of the DNA of these companies and, in general, is integrated into their entire operational process.

However, with companies in traditional segments it is usually a little different. I have observed that the biggest challenge for these companies is not to generate leads, but what to do with them.

Companies find it difficult to design service processes and, even more, to put them into practice with their sales force.

How we conduct research

With that in mind, we conducted a study at VB Marketing to assess how the initial service to leads captured by the internet is.

Our hidden customers contacted the evaluated companies, showed interest in a product or service and waited for an answer for up to seven days.

In all, 470 requests were sent to 80 companies in Belo Horizonte in eight segments:

  • Builders;
  • Real estate;
  • Reform Companies;
  • Language Schools;
  • High schools;
  • Colleges;
  • Vehicle dealerships;
  • Breast Surgery Clinics.

Some points of the research caught my attention more.

The results

To begin, half of the leads did not even receive a return from companies.

The segments that most contacted your leads were Vehicle Dealers and Real Estate, but even so, only 43% of the time. Colleges were the companies that returned the least (33%).

Of the times when there was a return, only 45% of salespeople sought to better understand the customer’s needs. And only 43% of the calls generated very positive experiences for the customer.

The study also evaluated other aspects of initial service, such as personal turnaround time, means used, sending additional materials, interest of the attendant in doing business with the client, among others.

The analyzes compare the performance between the segments and also show the specific result of each one, comparing 10 market players.

Check out the research on lead management.

Investment to frustrate leads

This scenario shows a great waste of efforts by companies: they invest to attract leads, but when she says “hey, I’m interested!”, Many do not respond properly.

Worse, don’t even answer.

They generate a frustrated experience that ultimately drives customers away. This is probably one of the reasons that companies are unable to return sales as expected from investments in digital marketing.

And, for those who are agencies, it is difficult to defend and even prove that perhaps the problem is not in the digital marketing strategy.

The role of digital agencies often goes to lead generation or, in other words, to put the customer at the “door” of the company. From there, the ball passes to the marketing and sales team, and that’s when the moment of truth is.

Some companies are more advanced in lead management, but in general there is a long way for them to be able to serve them satisfactorily.

Although the areas of sales, customer relations and lead management are often the responsibility of different teams, in the eyes of the customer there is no such separation: they all represent the same company.

And in this context, there is no separation between the “digital” and the “physical” world, they are just two sides of the same coin.

It is necessary to close the cycle

When a company decides to invest in digital marketing, it must integrate this initiative with the rest of its operation and create measurement and control mechanisms.

Some questions can help with these definitions:

  • Does the budget also include monitoring the path taken by the customer?
  • Do companies know, effectively, how many customers win – and how many lose – with their internet stocks?
  • Do you know how much each customer that has arrived is costing?
  • And what is the cost of turning this customer into an effective customer?
  • In this calculation of the cost of attracting the customer, is the company considering the cost of losing those it despises?
  • And the most important: is there an internal synergy of processes, in favor of welcoming the lead or just an urge to make her buy?

Companies must consider the entire customer journey and develop interconnected processes, which involve different areas of companies, with the sole objective of improving the lives of their customers.

Lead management is only a small part of this process, but it must happen in a manner consistent with the rest of the company’s operations.

In any case, the results of the research must be viewed with good eyes. Each failure found is an opportunity for improvement.

* Content produced by Paulo Corrêa, Public relations, marketing specialist and PMP. He acts as a Planning Leader at VB Marketing and his mission is to promote companies’ understanding of their customers and markets.