VSA is very accustomed to making changes during the lead generation programs we develop for our clients. As we like to say, no program is “set it and forget it.” Our Program Managers are constantly monitoring the data and collaborating with clients to see where adjustments can be made to increase production.
But it’s rare that significant changes occur every week.
Such is the case with one current VSA client, a national media company attempting to schedule appointments with a niche prospect base around the country. The changes are made not out of necessity or desperation, but because the company targets prospects in different metropolitan areas each week.
That means every week brings new calling lists, new phone scripts, and new email templates—as well as a limited window of time to reach decision-makers and schedule appointments before it’s time to begin calling on the new lists.
The types of appointments we’re setting differ between in-person and virtual, depending on the city or state we’re calling. Often, our Business Development Representatives call on these two lists simultaneously, forcing them to go back and forth between messaging and scheduling processes. And sometimes, depending on the number of booked appointments, we have to pivot to scheduling only virtual meetings on a moment’s notice.
The in-person appointments are restricted to very specific days and times each week, presenting interested decision-makers with limited options and little time to adjust their busy schedules.
Despite these challenges, the program has been remarkably successful, averaging more than 14 scheduled appointments a week over the last four months, including a program-best 29 during a week in mid-April. (Full disclosure: the “ask” on this program is not nearly as daunting as many of our other client programs, and decision-makers are understandably intrigued by the offer. Even so, the program’s 13% conversation-to-appointment rate is incredibly impressive).
The program has also seen a hefty 20% dial-to-conversation rate, despite the brief stretch of time to reach decision-makers before it’s time to start calling on the next set of lists.
“The program has been successful from the beginning, even with all the changes we need to make each week,” says the VSA Program Manager assigned to the campaign. “To have such success for our client when we basically have to start fresh each Thursday with outreach for the following week has been very gratifying.”
Before partnering with VSA, our client relied primarily on email outreach to schedule appointments with prospects. VSA was hired to provide telephone lead generation services to supplement their existing email efforts.
Quickly, VSA’s contributions became a key piece of our client’s outreach strategies. What began as a four-week test run has now spanned multiple months—and counting.
“We’ve successfully partnered with VSA on two strategic fronts,” says a member of our client’s marketing department. “The first, and the only initially intended reason we reached out to VSA, was to act as an emergency outbound call center as a backup to our email marketing efforts in case of disruption. Secondly, our test period with VSA proved successful enough to permanently integrate them into our initial outbound marketing efforts.”
Here are three key reasons the partnership has been successful:
1. Clear communication with the client
With so much new information each week (the calling list, the script and email content, the location of the in-person meetings, links to virtual meetings), it would be a bit chaotic to keep up with the changes without a consistent method of sharing updates.
So VSA and our client developed an easy way to exchange information about the program and minimize confusion—a shared spreadsheet with separate tabs for each new market. The client updates the spreadsheet at the start of each week with the information about the next targeted markets, allowing VSA to promptly update the list and messaging and ensuring the BDRs have everything they need to begin calling on the new list.
2. A consistent BDR team
It is not uncommon for VSA to try different Business Development Representatives on different client programs. It helps keep the BDRs fresh, and allows us to see where their skills fit best. But when we have a team that’s hitting on all cylinders, we often keep it intact.
That’s been especially important with this client. Despite the ongoing changes, there are certain nuances to the program that are consistent from week to week, so having a team that’s familiar with the inner workings of our client’s offering is important. Each of the four BDRs assigned to the program has at least a 13% dial-to-conversation rate, demonstrating their ability to repeatedly reach decision-makers and engage in meaningful dialogue.
3. A true team effort
Multiple VSA team members are involved in making sure the program continues to run without a hitch amidst the ever-changing parts. It starts with the Program Manager, who communicates directly with the client and the BDRs to quickly address any gaps or issues. She is also responsible for reviewing the call list the client shares each week and eliminating prospects who have already responded to our client’s initial email.
VSA’s Content Writer updates the scripts and email templates each week, while our Tech Team makes sure the new calling lists are loaded in our CRM in time for the BDRs to start calling. And our BDRs are adept at segueing from calling into one market at the beginning of the week to a different market by the end of the week.
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VSA takes pride in developing and sustaining long-lasting, productive partnerships with our clients. Every lead generation program presents unique challenges, but we welcome the opportunity to rise above them.
If you’re interested in learning about how we can work with you, give us a call. We’d love to talk about ways we can help your company grow your business.