It’s no secret that a strong alliance between sales and marketing is essential to an organization’s success. But while the alliance can be strong, questions – and even disagreement – often arises as the two often opposing parties discuss how prospect outreach should be conducted, how long outbound messages should be, and how many times a lead should be touched.
Just in the nick of time — before the next argument breaks out, a new study by InsideSales.com has emerged, with an analysis covering sales outreach cadence, frequencies, methods and practices of more than 8,500 companies. It’s no surprise that the report concludes that email remains the most successful tool for enabling B2B sales success, but it also found some other statistics that might be of interest to marketers:
What does this data mean for B2B marketing and sales executives? To start, it can serve as an initial point at which to benchmark your own outreach figures to see how you’re performing compared to other companies. Are your outreach numbers wildly out of line? For example, if you’re making 12 communication attempts at leads, you’re well above the average amount spent by other firms. If the interim time between your first and second contact is three weeks, you may learn that this is also much longer than the average spent by many other companies.
Your own contact and engagement figures may, in fact, be warranted for your product, industry and sales cycle – as proven through ongoing testing of your email campaign outreach efforts. But if you haven’t yet conducted any extensive testing, the figures from this study can provide a starting point, and perhaps even serve to settle any disagreements between sales and marketing.
Outward Media’s accurate, targeted email data can help you achieve better email marketing ROI, and convert more prospects into customers. Ask us how. Also, take a look at our complimentary e-book on building a successful B2B email marketing database. â€¨