Lead Qualification Increases "Good" Leads

Client’s Challenge:
AdTrack qualified thousands of sales leads for an international mobile computing manufacturer. The company’s 750 distributors and sales partners were bogged down with so many “bad” leads that they couldn’t keep up with lead generation levels. At the time, only 15% of leads were qualified or considered “good”. The $70 million company set a goal to increase qualified leads to 25% in twelve months.

AdTrack’s Solutions:
AdTrack restructured many of the technology manufacturer’s marketing and sales programs and instituted one consistent lead qualification process for all product lines and sales channels. The new process streamlined qualification questions and ranking criteria, improved inquiry data capture during inbound calls and trade shows, and introduced a structured lead nurturing program.

The new nurturing program incorporated integrated marketing techniques to contact prospects at regular intervals. For example, if a lead remained unqualified for 20 days, the prospect received a targeted e-mail. If a lead remained unqualified for another 25 days, the prospect received a targeted phone call. The continuous program was designed to cultivate the prospect further along in the buying cycle.

Results:

• AdTrack achieved the technology manufacturer’s goal by increasing qualified leads to 25% in twelve months.
• AdTrack’s new lead qualification process also:
  • Increased qualified trade show leads from 11% to 18%
  • Increased qualified webinar registrations from 10% to 60%
  • Increased telephone qualification results from 22% to 58%