Last week I attended a live webinar by Marketing Experiments, the research affiliate of MarketingSherpa. They were presenting data from their B to B Lead Generation Handbook on Lead Nurturing. I came across this in my notes:
Typical sales lead database breakdown
7% – Sales ready; buy within 90 days
9% – Duds; competitors, perpetual tire kickers
84% – Mid to long range prospects
If you’re focused on sales, you’ll most likely lick your chops over those 7% ready to buy now. But if you’re like many I’ve come across, those 84% longer term prospects may get a newsletter or a nudge here or there, but they’re not a real focus.
Here’s the killer though: 80% of them will buy your product or service – either from you or someone else – within 24 months. Will you be right there when that 90 day clock starts ticking?
Posted by: Steve Banis
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I definitely believe that you can still get someone out of the 84 percent and into the 7 percent. One of the best keys is lead tracking. Seriously, some of these guys have lost their concentration simply because nobody from the company dares to make a follow-up or really make an effort to reach out to them besides the weekly or monthly newsletter?
Comment by Perry — February 26, 2009 @ 11:20 pm