Whether you are working at a lead gen firm with B2B clients or doing B2B marketing for your own company, you’re probably familiar with this formula for generating leads:
1. You create a compelling marketing asset, such as a new research report, webinar, or free software trial.
2. You secure it online by building a landing page and placing the asset behind a registration form.
3. You drive people to the asset using email blasts, advertising, web links, and social media.
4. You score the registrations based on various factors, such as their company, job title, behavior history, and responses to the qualifying questions on your web form.
5. You pass the leads that score high enough to your client’s or your own sales team to call, while the others you either place in nurturing campaigns.
A common side effect of this process, however, is an increase in inbound sales calls. B2B lead gen professionals will often include a secondary call to action of “call us now” in their promotional emails, ads, web pages, and other materials.And this is a great thing. Not everyone wants to register for an asset; they want to talk to a human being. And you always want to generate those inbound calls that sales teams find so valuable.
The problem, though, is that these callers still need to be qualified by marketing. They are no different than the leads that register online for your asset. It may be true that many callers will be worth passing straight to sales, but chances are many won’t be. And you don’t want your marketing campaigns to generate a ton of unqualified callers that waste a sales rep’s time.
Include an Inbound IVR in Your Marketing Campaign Plans
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Lisez cet article : B2B Lead Generation Experts Use IVR to Qualify Inbound Sales Calls | Business 2 Community
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