The only thing colder than yesterday’s news is a sales lead that’s been left to languish. All too often, businesses make prospective customers wait hours for a follow-up after filling out a Web form on a company site, effectively killing the sale. A new marketing automation app has just been launched that the developer says solves that problem by instantly finding and connecting a salesperson with a lead.
MyLeadResponder is the newest component in Ibyphone's suite of voice-based marketing automation services. When a sales prospect submits a Web form and sends an email via the site, the service immediately calls and alerts a specified salesperson.
Once connected, MyLeadResponder relays the information from the form by reading it to the company rep. The salesperson can then say "yes" into the phone to instantly connect with the prospect. The software-as-a-service (SaaS) application issues special email addresses to be placed on a company's Web forms. When the form is completed, the lead is still emailed to the company, but an advanced voice-interaction process is also triggered so sales staff can immediately follow-up on leads.
According to the Harvard Business Review, firms that contacted potential customers within an hour of receiving a query were nearly seven times more likely to qualify the lead as those that contacted the customer an hour later — and more than 60 times as likely as companies that waited 24 hours or longer. Despite these findings, 63 percent of companies failed to respond in that golden hour. Nearly a quarter (24 percent) waited more than a day, and 23 percent didn’t respond at all.
"In general, email is not a real-time communication tool," said Irv Shapiro, CEO of Ifbyphone. "It’s a fine channel for many conversations, but when it comes to initial contact, rapid response is critical. We found that sales representatives were interested in these leads, but their attention was elsewhere—driving to a sales call, tackling a report, or even responding to other emails. They weren’t prioritizing and many times weren’t even aware of all the leads sitting in their inbox. The sooner companies respond to their potential customers, the more likely they are to close a sale."
MyLeadResponder also gives users new advanced metrics on their leads by generating reports not only on the form and email completions, but also on all the advanced call metrics created when the sales team connects with leads over the phone. Users gain insight into call duration, frequency, and even which sales representative is performing best.
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