Analysis Of Simple Survey on Lead Followup

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Marketing events can cost companies a pretty penny, but how many organizations actually follow up with leads in a timely fashion to generate a return?


According to the Practice Builder Publishing survey on lead generation followup, just 2% of the 150 respondents say they follow up with leads the same day.

A quarter follow up in one to three days, 29% follow up in four to six days, and 27% follow up in seven to 13 days. Even worse, 12% say this process takes two to four weeks, and 6% say it takes them more than a month to reach out.

So, what’s the holdup? Forty-four percent of respondents say breaking away from day to day duties takes a long time.

In fact, 57% of the study’s participants say it can take a few hours to manually get leads “sales ready” for follow up, and 23% say this process takes a few days.

Although, 20% are able to prep these leads in just a few minutes.

Besides prep time, 23% of respondents say they don’t have the technological tools needed to speed up lead follow-up, and 15% say they lack organization. Eleven percent also say they intentionally wait to follow up and 7% admit that they procrastinate.

Still, these practitioners don’t seem bothered by the amount of time it takes to follow up with leads.

According to the survey followup emails, just 19% of participants say they’re “somewhat” or “completely” dissatisfied with their turnaround time — a significant difference compared to the 72% who are “somewhat” or “completely” satisfied with their lead follow-up time. Granted, 68% of respondents admit that their follow-up time varies from event to event.

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When follow-up time does roll around, it’s a team effort. Thirty-one percent of respondents say owners and senior partners are directly involved in lead follow-up, and 28% say staff tackles this task.

Email is respondents’ main form of follow-up. According to the report, 52% of respondents rely on this channel first to reach leads. Although, some practitioners initiate their follow-up via phone (23%), social media (18%), direct mail (7%), or other touchpoints (1%).

But at the end of the day, practitioners need to consider whether these follow-up efforts are worth it. Looking at the numbers can help. According to the survey followup, 31% of respondents expect to reach 5 to 20 leads after an event. And while a quarter anticipate reaching 21 to 99 leads, another 25% expect to reach just 10 to 49 leads. The remaining 18% is split between participants who expect to reach one to nine leads (9%) and those who intend to reach 100 or more (9%).

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