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Bringing Science to Teleprospecting: A Complex B2B Lead Generation Test

By: Admin In: B2B Last Updated: 2011-07-28

A known fact is that complexity really taxes our ability to think clearly about testing the B2B Lead Generation. Still, the numerous free markets are evidences of being a giant global laboratory, testing various business models. Somebody, at some point of time has dared to invest his life's savings in a dream of being an entrepreneur which is an experiment for testing whether what is being sold would be acceptable in the market or not, so that a profit could be made which would help in expanding the business.

Endless and multivariate, these experiments are being conducted every second. Every business should do a SWOT analysis of itself and its competitors in order to keep a tab on competitive threats and market opportunities available and rework on their business situation with further experimentation. The companies which make money can vouch for the fact that these experiments are indeed successful if implemented properly. Experiments which bring out a significant breakthrough are obvious from the examples of Microsoft in the 80's, then Google and more recently Facebook.

These experiments are all randomly done and badly conceived without even a hint of science in them. There are three key considerations

Knowledge at the forefront: It's very important to look at experience and the wisdom gained from that - in the marketplace and use that knowledge as a baseline. The most important part of that baseline is the model:

What kinds of people are hired?
What kind of training is needed by them?

What kind of compensation is being given?
What kind of metrics is being used?
What are the terms of employment and the shared duties of sales and marketing?

There are really many models to choose from. Choosing the right one for your business will simply give you a better start off point and eliminate needless experimentation

Conversion of new leads: Once you have a baseline, the best place to start the long journey of teleprospecting experimentation is with the first step. The first step of teleprospecting is the conversion of the new leads produced by demand-generation efforts into some confirmation of their interest. This is achieved through a variety of methods: outbound calls, inbound calls, responses to emails sent either by the reps or on behalf of the reps, or even text chat.

Expected profits: The third guiding principle involves underlying economics. What does it cost to follow up, and what kind of revenue potential and conversion might you expect?This kind of view will help ground your experimentation with the very practical and clarifying constraints of profit and loss.

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