Lead Generation client

A Case Study For Lead Generation

An international client needed a high volume of calls to reach the right contacts, qualify, and then get them into the sales funnel. An in-house team of three outbound telemarketers couldn’t generate sufficient quality leads. So XpandTelemarketing created a lead generation process that worked: providing over 100 quality leads. 48% of these new leads are now in the sales funnel and the balance is being nurtured. Anticipated revenue from this small campaign is over £2m.

Background to the customer

An international pioneer of software solutions that streamline business operations.

Who was involved?
  • XpandTelemarketing Director
  • XpandTelemarketing Appointment Setter
  • Client Marketing Manager
  • Client Sales Manager
  • Client Internal Sales
The problems
1. Time to make the calls

There simply weren’t enough hours in the day to make the calls necessary to generate the number of sales leads needed.

2. Getting to the right person

The contacts needed went under many different titles and were often difficult to locate.

3. Communication of the results from a lead

The product has many applications. It was essential to ask the correct questions and lead the conversation to ensure that potential customers were aware of the relevant applications in their businesses. The in-house team were struggling with this.

4. Quality and motivation of the lead generators

After a high number of rejections in-house callers became despondent and demotivated. Performance declined and the cost of lead generation became untenable.

How we tackled the problems
The problems
1. Time to make the calls

Specific times were allocated to the campaign which meant the client knew exactly when he would receive leads. Leads were presented in a form that could be immediately transferred to the client CRM system.

2. Getting to the right person

Using Xpand Telemarking systems and methodology the correct name was identified if it was different to the contact name provided. Appointment setters used their skills to create a rapport with receptionists, PAs, and line staff to reach decision makers. Information gathered en-route enabled us to be fully briefed about companies needs

3. Communication of the results from a lead

All calls were recorded. By asking the right questions potential customers were persuaded to speak freely about their businesses and software needs. These phone records were passed to the client. This meant the quality of our work could be measured and when contact was made with the prospect our client was fully briefed and knew exactly how to present the product.

4. Quality and motivation of the lead generators

XpandTelemarketing have recruited and trained a team of successful appointment setters who work on incentive. This means they don’t waste time. Our client’s leads were qualified quickly and effectively.

Outcomes and impact

XpandTelemarketing generated quality sales leads at a rate the in-house team couldn’t match. Their role now is to nourish the leads and close the sale. The sales process is now more efficient and quicker – sales are being closed faster and more frequently.

Next steps

Additionally, XpandTelemarketing now generates sales leads for other divisions of the business.

Further information

For more information on this case study please contact:

Jazz Dhillon

Director of service delivery

Key learning points
  • It’s much easier to get clients into your sales funnel with high quality leads if XpandTelemarketing do the ground work
  • There is a good ROI with the correct lead generation process
  • You don’t need to go through the pain of recruitment and staff to get this part of the sales cycle (the hardest) completed
  • You can manage your costs without them spiralling out of control