Marketing technology research website Software Advice recently analyzed 6,000,000 unique visitors to their website to uncover when online B2B buyers perform research on the Web, when they covert on a website and when is the best time to get them on the phone.
If you are a content marketing, sales or marketing professional here are the top three findings to take away from their research:
1. You should call your leads very fast. When Software Advice called a called a lead within 5 seconds, their odds of qualifying them were 29 percent higher than if they called within 5 minutes.
2. The best time of the week to reach buyers is from Tuesday to Thursday. Leads that come during this time of the week were qualified by Software Advice at twice their average qualification rate of other business days.
3. Don’t forgot about the holidays. Their report also found that the week before Christmas is surprisingly active for qualification and conversion rates. There were also many other holidays that had surprisingly active sales opportunities.
As B2B Buyers increasingly research their purchases on the Web, it will become even more important for companies to understand their online behavior. Software Advice’s findings show that calling your sales leads right away can significantly improve your company’s ability to qualify online leads. It is also important for marketing and sales professionals to remember that there are specific times of the year, week and day where you are likely to have more conversions and qualifications. This is important to remember because you should plan your inside sales team’s schedule to maximize your website’s conversions and turn them into qualified leads.
According to Derek Singleton, the author of the report, “Of course, it’s also important to understand that not every buyer deserves a call right away. If a buyer contacts you indirectly—by completing a form to download a whitepaper, access video content, or view other gated material—then you should consider nurturing, rather than calling, the lead. As inside sales and marketing professionals continue to compete for the attention of B2B buyers on the Web, understanding their online behavior will be critical to success.”
To help showcase the key findings of their research, they decided to team up with Salesforce to develop this infographic below: