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2017 Sales Effectiveness Report - the 4 Ps of Lead Follow-Up

December 12, 2017

Following up on leads is fundamental to driving sales. But how many companies actually follow up with their inbound leads? Or attempt to reach their prospects more than once?

For the third year in a row, Conversica commissioned an in-depth study to track lead follow-up efforts of B2B and B2C companies across a number of different industries.

In 2017, a staggering 77% of companies under-touched their leads.

Under-touching leads is the act of ignoring an inquiry or giving up after 1-2 contact attempts. The issue with under-touching leads isn’t just a matter of missing potential opportunities – it’s also laying waste to the marketing investments made in generating those leads.

So, what can businesses do to improve inbound lead follow-up?

In this report, we break down the concept of successful lead follow-up into “4 P’s” – Persistence, Personalization, Promptness, and Performance – and provide actionable recommendations for each metric to help businesses target specific areas that need improvement.

 
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2017 Sales Effectiveness Infographic
2017 Sales Effectiveness Infographic