There are numerous strategies that go in to creating a successful B2B lead generation and appointment-setting campaign, but maybe the most important factor is having a highly focused list.
By some accounts, a list is as much as a 70% predictor of a program’s success—or lack thereof. It doesn’t matter what you’re offering, or how you’re delivering your message, if you’re not connecting with the right people. It’s a common issue for sales teams.
Valerie Schlitt, VSA’s founder and CEO, experienced this decades ago while working in direct mail marketing for a large company. By micro-targeting certain neighborhoods and zip codes, she and the company ensured they were reaching out to the demographic that was most likely to buy.
It’s no wonder, then, that VSA has always prioritized list-building when developing calling programs for our clients. Recently, though, we’ve begun placing an even greater emphasis on list analysis, implementing a new process that ensures we’re doing everything possible to get the right decision makers on the phone and optimize production.
The new process involves an expanded list analysis team that works in conjunction with our database marketing analysis team, our program managers, and our tech team to develop the strongest possible list. We’re then able to refine the list as needed based on data gathered during the campaign.
Whether we’re creating the initial list ourselves based on an Ideal Customer Profile or enriching a client’s existing list, our goal is always to identify and focus on the target prospects that make the most sense for our clients.
Here are five of the ways we’re using expanded list analysis to increase productivity:
1. Refining lists midstream
No calling list is a finished product. We were struggling to set appointments for one recent client, an IT security company. Their initial list targeted extremely high titles, at companies with extremely high revenue ranges.
After analyzing the list and our previous calling results, we determined that the ideal companies to target were those with a mid-sized number of employees, and the ideal decision-makers were those with mid-level titles. By pivoting to a new target customer, our dial-to-connect rate significantly improved, and we began setting meetings a much greater pace.
2. Quality dials over quantity
On the surface, this seems like a counterproductive business strategy for a B2B lead generation call center. In this industry, more dials usually means more money. And truthfully, we do make a lot of calls.
Our tech stack allows us to deliver more than twice the output of the average B2B call center.
But our increased emphasis on list analysis has helped make sure we’re focusing on the very best targets for our clients. By reducing the number of calls to prospects that are unlikely to lead to appointments, we’re increasing our reach rate and overall program productivity and ensuring we’re making the best use of our Business Development Representatives’ time. Ultimately, we know our clients won’t stay with us if we’re not producing. Our goal is to create a partnership that works for both of us, and that means making smart decisions about who we’re calling.
3. Establishing multiple points of contact
It’s not enough to know the right types of companies to call. You also have to know the right people to target within those companies, and give yourself the best possible chance to reach them.
Best practices have taught us that it’s important to target multiple decision-makers within an organization and to have multiple phone numbers for each of them. Purchasing decisions involving complex B2B offerings usually include several different people—just because the first person says no, it doesn’t mean the second one will. Our list analysis helps us obtain multiple names and numbers per target customer, increasing our chances of success.
4. “Buyer Intent” isn’t enough
Over the last few years, “Buyer Intent” has become a buzzworthy phrase in the world of sales and marketing. Companies have invested plenty in the latest data tools and technology to try to determine where potential customers are in the buyer’s journey.
But just because someone searched a term online or visited your website, it doesn’t mean they’re ready to talk to your Subject Matter Expert. You still need a strong and highly targeted list to make sure you’re reaching out to the right people. Our list analysis allows us to evaluate past buyer behavior to help determine which leads are the strongest, and the time and effort this takes is well worth it to improve data quality and improve conversions.
5. Making good lists great
Many of our clients come to us with full lists, ready to go from the start. And while it’d be easy for us to begin calling on them immediately, that’s often not the most effective strategy for the campaign. While we would never claim to know our clients’ target audience as well as they do, we also know that no calling list is perfect. We work closely with clients to strengthen or refine their lists, both during the onboarding process and after the program has launched.
One recent client brought us leads pulled from multiple sources, all mixed together in one list. By analyzing the list, we determined which source produced the strongest leads, and shifted our focus accordingly. We’re also in the process of analyzing several client-produced lists in the middle of their programs. No matter how deep into a calling campaign you are, there’s always new data that can help improve the quality of the list.
Conclusion
Successful lead generation or appointment-setting campaigns almost always start with a strong list. Google “B2B cold calling tips,” and the need to target the right audience will almost always be near the top as one of the key prospecting tools integrated into the process of reaching ideal customers.
VSA has always understood the importance of building a good list, and our enhanced commitment to detailed list analysis has made this an even greater priority.
If you’re looking for help reaching the right prospects and setting appointments with high-quality leads, give us a call. We’re happy to put our team to work for you.