Since 2007, we at XANT have published research on the best practices around how and when to respond to marketing-generated leads. In October 2007, we presented early findings at both the Boston and San Francisco Marketing Sherpa B2B Demand Generation Summits. Since then, we have published our landmark Harvard Business Review article, “The Short Life on Online Sales Leads,” and later were covered in the Inc. Magazine article, “How to Best Harness Inbound Marketing Leads.”
All of our lead management research demonstrates the need to be extremely responsive and persistant to people who express interest in your product or services by filling out a web form, calling, or in some other way. We recently created a lead management infographic summarizing the findings.
However, we have a less-known solution and research that explains the current state of the lead response industry in terms of typical response time, efforts and follow-up strategies to web leads called ResponseAudit.
A ResponseAudit is a secret shopper submission on a company’s web-form to identify the company’s response time, number of attempts and general follow-up strategies used by the sales rep assigned to follow up and respond to marketing-generated leads. As our service, we then provide a detailed report to the sales management of the respective company to improve their response effectiveness. We also aggregate the results of our customers’ de-identified audits to create industry research.