For example, working with an international telecommunications company that sells expensive solutions to global companies, we targeted under 300 accounts but made 9,100 call attempts over the course of 10 months. This equates to more than 30 call attempts per account, a number rarely seen in high-volume lead generation efforts.
We targeted 2,225 leads in these accounts, about 7.5 leads per account. In a high-volume campaign, we normally target a one-to-one ratio between leads and accounts, picking the best contact, calling and moving on to the next. On average in high-volume campaigns, we'll make four call attempts, stopping somewhere between the 8th and 10th attempt.
For the high-value campaign for the telecommunications company, the 9,100 call attempts to 2,225 contacts translates to an average of 30 call attempts. Our threshold for ceasing a calling campaign was between 50 and 60 call attempts. The additional attempts were warranted because the potential payback was high.
Once your campaign is underway, it's important to look at the cost per lead, the traits of the accounts with the greatest return, the campaigns that are the most successful, and where is the opportunity. This requires companies to capture the right kind of information and to make the data available.
For example, by asking the right questions, we found an area prospects had a need for, but no set budget. While our goal was to find companies with active projects or an RFP, identifying this common need allowed our telecom client to get a foot in the door.
In the high-stakes game of high-value sales, lead generation plays a crucial role in ensuring that every possible opportunity is identified. While sales reps are busy working on deals, lead generation is like an insurance policy that ensures companies don't miss out on valuable business.