http://www.b2blog.com/2006/05/marketing-eye-cold-call-case-study.html B2B and Industrial Marketing Blog Wed, 01 Feb 2012 10:09:00 +0000 hourly 1 http://wordpress.org/?v=3.3.1 http://www.b2blog.com/2006/05/marketing-eye-cold-call-case-study.html/comment-page-1#comment-381 David Elkington Fri, 04 Aug 2006 06:51:00 +0000 http://b2blogwp.wordpress.com/2006/05/08/marketing-eye-cold-call-case-study#comment-381 I work with a Hosted CRM application provider the focuses on the inside sales space (InsideSales.com). Our entire application is build and designed to help sales reps (not necessarily telemarketers) effectively sell over the phone. This includes cold calling. I agree with the masses, cold calling is not fun. If done effectively, it can generate effective and somewhat cost effective leads. However, I have found that leads generated by cold calling are on average between 2x to 4x more expensive that a company or sales rep can generate via the web (if also done effectively). This is not the whole story though. </></>An example: </></>We have a customer that uses our system to power dial a list to generate leads. They were able to generate around 1 lead every 1.5 hours. Considering the cost of employees, systems and overhead, they were paying around $100/lead. From the web (using PPC, SEO, and lead providers) they were paying around $20/lead. </></>This seems pretty straight forward, go with the web leads. What’s more, the cold call leads seemed to be less qualified than the web leads. The web leads generated actual buyers. The leads generated from cold calling identified companies that were at the beginning of the interest cycle. Thus, in the short term the web leads closed better and seemed more effective. </></>However, they saw an unexpected reversal of value in lead sources. Even though the web leads were smaller opportunities and they closed faster and more often. The leads generated from cold calling we very targeted to the industry and size that that worked for this customer. This customer began to close deals greater than the sum of the smaller deals that came from the web from the same time frame. So in the end, cold calling generated more revenue and held its own compared to web leads. I work with a Hosted CRM application provider the focuses on the inside sales space (InsideSales.com). Our entire application is build and designed to help sales reps (not necessarily telemarketers) effectively sell over the phone. This includes cold calling. I agree with the masses, cold calling is not fun. If done effectively, it can generate effective and somewhat cost effective leads. However, I have found that leads generated by cold calling are on average between 2x to 4x more expensive that a company or sales rep can generate via the web (if also done effectively). This is not the whole story though. An example: We have a customer that uses our system to power dial a list to generate leads. They were able to generate around 1 lead every 1.5 hours. Considering the cost of employees, systems and overhead, they were paying around $100/lead. From the web (using PPC, SEO, and lead providers) they were paying around $20/lead. This seems pretty straight forward, go with the web leads. What’s more, the cold call leads seemed to be less qualified than the web leads. The web leads generated actual buyers. The leads generated from cold calling identified companies that were at the beginning of the interest cycle. Thus, in the short term the web leads closed better and seemed more effective. However, they saw an unexpected reversal of value in lead sources. Even though the web leads were smaller opportunities and they closed faster and more often. The leads generated from cold calling we very targeted to the industry and size that that worked for this customer. This customer began to close deals greater than the sum of the smaller deals that came from the web from the same time frame. So in the end, cold calling generated more revenue and held its own compared to web leads.

]]> http://www.b2blog.com/2006/05/marketing-eye-cold-call-case-study.html/comment-page-1#comment-1824 David Elkington Fri, 04 Aug 2006 06:51:00 +0000 http://b2blogwp.wordpress.com/2006/05/08/marketing-eye-cold-call-case-study#comment-1824 I work with a Hosted CRM application provider the focuses on the inside sales space (InsideSales.com). Our entire application is build and designed to help sales reps (not necessarily telemarketers) effectively sell over the phone. This includes cold calling. I agree with the masses, cold calling is not fun. If done effectively, it can generate effective and somewhat cost effective leads. However, I have found that leads generated by cold calling are on average between 2x to 4x more expensive that a company or sales rep can generate via the web (if also done effectively). This is not the whole story though. An example: We have a customer that uses our system to power dial a list to generate leads. They were able to generate around 1 lead every 1.5 hours. Considering the cost of employees, systems and overhead, they were paying around $100/lead. From the web (using PPC, SEO, and lead providers) they were paying around $20/lead. This seems pretty straight forward, go with the web leads. What’s more, the cold call leads seemed to be less qualified than the web leads. The web leads generated actual buyers. The leads generated from cold calling identified companies that were at the beginning of the interest cycle. Thus, in the short term the web leads closed better and seemed more effective. However, they saw an unexpected reversal of value in lead sources. Even though the web leads were smaller opportunities and they closed faster and more often. The leads generated from cold calling we very targeted to the industry and size that that worked for this customer. This customer began to close deals greater than the sum of the smaller deals that came from the web from the same time frame. So in the end, cold calling generated more revenue and held its own compared to web leads. I work with a Hosted CRM application provider the focuses on the inside sales space (InsideSales.com). Our entire application is build and designed to help sales reps (not necessarily telemarketers) effectively sell over the phone. This includes cold calling. I agree with the masses, cold calling is not fun. If done effectively, it can generate effective and somewhat cost effective leads. However, I have found that leads generated by cold calling are on average between 2x to 4x more expensive that a company or sales rep can generate via the web (if also done effectively). This is not the whole story though. An example: We have a customer that uses our system to power dial a list to generate leads. They were able to generate around 1 lead every 1.5 hours. Considering the cost of employees, systems and overhead, they were paying around $100/lead. From the web (using PPC, SEO, and lead providers) they were paying around $20/lead. This seems pretty straight forward, go with the web leads. What’s more, the cold call leads seemed to be less qualified than the web leads. The web leads generated actual buyers. The leads generated from cold calling identified companies that were at the beginning of the interest cycle. Thus, in the short term the web leads closed better and seemed more effective. However, they saw an unexpected reversal of value in lead sources. Even though the web leads were smaller opportunities and they closed faster and more often. The leads generated from cold calling we very targeted to the industry and size that that worked for this customer. This customer began to close deals greater than the sum of the smaller deals that came from the web from the same time frame. So in the end, cold calling generated more revenue and held its own compared to web leads.

]]> http://www.b2blog.com/2006/05/marketing-eye-cold-call-case-study.html/comment-page-1#comment-380 Jessi Mon, 22 May 2006 22:59:00 +0000 http://b2blogwp.wordpress.com/2006/05/08/marketing-eye-cold-call-case-study#comment-380 When the words "bargain basement pricing" come up it seems to lead to commoditization of the sale -which can be the kiss of death.</></>We also find a certain kind of e-mail update to be effective. </></>Anyone have similar experiences?</></>Get FREE Mini-Course delivered to your inbox. </>Jealously Guarded Secrets to Cold Calling Company Presidents: </>guaranteed to bring in new money!</>Enroll when you visit http://www.ColdCallingExecutives.com When the words “bargain basement pricing” come up it seems to lead to commoditization of the sale -which can be the kiss of death.We also find a certain kind of e-mail update to be effective. Anyone have similar experiences?Get FREE Mini-Course delivered to your inbox. Jealously Guarded Secrets to Cold Calling Company Presidents: guaranteed to bring in new money!Enroll when you visit http://www.ColdCallingExecutives.com

]]> http://www.b2blog.com/2006/05/marketing-eye-cold-call-case-study.html/comment-page-1#comment-1823 Jessi Mon, 22 May 2006 22:59:00 +0000 http://b2blogwp.wordpress.com/2006/05/08/marketing-eye-cold-call-case-study#comment-1823 When the words "bargain basement pricing" come up it seems to lead to commoditization of the sale -which can be the kiss of death.We also find a certain kind of e-mail update to be effective. Anyone have similar experiences?Get FREE Mini-Course delivered to your inbox. Jealously Guarded Secrets to Cold Calling Company Presidents: guaranteed to bring in new money!Enroll when you visit http://www.ColdCallingExecutives.com When the words “bargain basement pricing” come up it seems to lead to commoditization of the sale -which can be the kiss of death.We also find a certain kind of e-mail update to be effective. Anyone have similar experiences?Get FREE Mini-Course delivered to your inbox. Jealously Guarded Secrets to Cold Calling Company Presidents: guaranteed to bring in new money!Enroll when you visit http://www.ColdCallingExecutives.com

]]> http://www.b2blog.com/2006/05/marketing-eye-cold-call-case-study.html/comment-page-1#comment-379 Dave J. Wed, 17 May 2006 01:15:00 +0000 http://b2blogwp.wordpress.com/2006/05/08/marketing-eye-cold-call-case-study#comment-379 Thanks for commenting. </></>The cool thing in B2B is everyone is out to make money in a respectable way. I try to give everyone a fair listen, at least.</></>But when they have nothing to say or engage me with, then, well. Thanks for commenting. The cool thing in B2B is everyone is out to make money in a respectable way. I try to give everyone a fair listen, at least.But when they have nothing to say or engage me with, then, well.

]]> http://www.b2blog.com/2006/05/marketing-eye-cold-call-case-study.html/comment-page-1#comment-1822 Dave J. Wed, 17 May 2006 01:15:00 +0000 http://b2blogwp.wordpress.com/2006/05/08/marketing-eye-cold-call-case-study#comment-1822 Thanks for commenting. The cool thing in B2B is everyone is out to make money in a respectable way. I try to give everyone a fair listen, at least.But when they have nothing to say or engage me with, then, well. Thanks for commenting. The cool thing in B2B is everyone is out to make money in a respectable way. I try to give everyone a fair listen, at least.But when they have nothing to say or engage me with, then, well.

]]> http://www.b2blog.com/2006/05/marketing-eye-cold-call-case-study.html/comment-page-1#comment-378 Anonymous Tue, 16 May 2006 14:17:00 +0000 http://b2blogwp.wordpress.com/2006/05/08/marketing-eye-cold-call-case-study#comment-378 I'm impressed that you had the time to see all of these cold-call sales people. That's not a criticism of you, but a compliment. I'm in the ad agency biz now, but had been in sales for many years. I always appreciated when a prospect didn't brush me off, but was polite enough to listen to what I had to say and how I might be able to help them. You are absolutely correct in that many sales people now don't take the time to understand you business ahead of time and at least suggest some ideas that fit your needs. I’m impressed that you had the time to see all of these cold-call sales people. That’s not a criticism of you, but a compliment. I’m in the ad agency biz now, but had been in sales for many years. I always appreciated when a prospect didn’t brush me off, but was polite enough to listen to what I had to say and how I might be able to help them. You are absolutely correct in that many sales people now don’t take the time to understand you business ahead of time and at least suggest some ideas that fit your needs.

]]> http://www.b2blog.com/2006/05/marketing-eye-cold-call-case-study.html/comment-page-1#comment-1821 Anonymous Tue, 16 May 2006 14:17:00 +0000 http://b2blogwp.wordpress.com/2006/05/08/marketing-eye-cold-call-case-study#comment-1821 I'm impressed that you had the time to see all of these cold-call sales people. That's not a criticism of you, but a compliment. I'm in the ad agency biz now, but had been in sales for many years. I always appreciated when a prospect didn't brush me off, but was polite enough to listen to what I had to say and how I might be able to help them. You are absolutely correct in that many sales people now don't take the time to understand you business ahead of time and at least suggest some ideas that fit your needs. I’m impressed that you had the time to see all of these cold-call sales people. That’s not a criticism of you, but a compliment. I’m in the ad agency biz now, but had been in sales for many years. I always appreciated when a prospect didn’t brush me off, but was polite enough to listen to what I had to say and how I might be able to help them. You are absolutely correct in that many sales people now don’t take the time to understand you business ahead of time and at least suggest some ideas that fit your needs.

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