The Kellogg Survey: What Companies Marketers Do and Don't Know

The web and marketing have been around together for a long time. Its always just kind of been there. But no one has ever really tried to figure out a system or a strategy to optimize sales on line. You just take the leads and go. No plan or strategy, just make contact with them when you can. Well now, thanks to this survey, there is new knowledge on this subject that can really help your company.


A lot of companies these days are spending a large amount of their marketing budgets on Sales tools to increase their business and to generate leads over the web. Companies get these tools, like a dialer system, but don't necessarily use them to the best of their abilities. They often use and go by their instinct or intuition, and this more than not, can be wrong. Knowing how and when to use your tools could help you substantially. This survey is here to help your needs. Being fluent with this information is a great skill that you can use at any job site.


The Survey spanned over a period of four months. There were 495 responses from companies that drive web leads to their websites. The group that was surveyed covered an area of 40 industries. The companies ranged from under $10 million to $1 billion in annual revenue. It was a very broad range of companies. The survey was based on 22 questions. The main purpose of this survey was to focus on identifying when the best time is to contact your web-generated leads, and how to generate, contact, and handle those leads for the best success. Companies understand that speed is likely to help contact leads, and to improve qualification of those leads in the company. Greater efficiency in responding to web-generated leads allows you to contact leads with less of an effort.


Here are a few questions that were on that survey:


How much time does it take to make the first call attempt?
1- Less than one hour 20%
2- 1 to 8 hours 16%
3- After 8 hours(next business day or beyond) 26%
4- Don't know, don't measure or didn't respond 38%


How many attempts does it take before a rep makes first contact?
1- One 4%
2- Two 22%
3- Three 21%
4- Four or more 12%
5- Don't know, don't measure or didn't respond 40%


How many call attempts do you suggest sales reps make before they abandon a lead?
1- One to three 14%
2- Four to five 21%
3- Five to seven 12%
4- More than seven 11%
5- Don't know, don't measure or didn't respond 42%


Note that 107 of the companies chose not to respond to all of these three questions. This survey obviously shows that sales reps and marketers do not know when and how efficiently to follow up with web-generated leads. A great tool for keeping track of your companies' web leads is the Power Dialer from InsideSales. It has all the tools that you would ever need for your company. Fast and efficient, it keeps track of all your leads and their information. It has that edge you need. For a more detailed explanation on this survey, go to LeadResponseManagement.com.

Tucker Case is a lead management specialist focusing on marketing software. For more information on multimedia lead response strategies like dialer, email, voice messaging, fax, direct mail and voice broadcast tools, please visit Inside Sales.