Behavior is the Key
As a results of a long term program generating 40 to 120 confirmed and qualified appointments each month for a medium sized global medical device company we found the following:
145% more likely to convert to and show up for an appointment… if they opened an email from us before we called them.
423% more likely to convert to and show up for an appointment… if they opened an email and responded to an offer.
922% more likely to convert to and show up for an appointment… if they if they opened an email, responded to an offer and opened 2 or more of the nurture emails.
It was a good product in a very competitive market. Of those that showed for the appointment (we only got paid if they actually showed up and were qualified) the sales team was able to close 25% for revenue.
The Impact of Lead Scoring
Salespeople will follow-up on well scored leads because they can get the appointment and often the sale.