WhenÂ should marketing technology vendors target prospects? Newly-released results from a LeadJen study [download page] identify the best times of the year, week, and day to target marketers, based on a study of lead generation campaigns over a 4-year period that generated almost 1,600 appointments. The analysis indicates that Fall is by far the best season for prospecting, with 38% of appointments set during the September to November period. There also appears to be a clear preference for appointment-setting during the middle of the week.
Tuesdays and Wednesdays saw the largest share of weekly appointments, each at 23% share. By contrast, just 15% of appointments were set on Fridays. Marketers also don’t appear to have much appetite for appointments late in the day: less than 6% of appointments were set for after 5PM EST. And the early bird doesn’t get the worm in this case: less than 3% of appointments were set for before 9AM. Not too surprisingly, appointments tended to pick up at 11AM, peaking at 14% share during the 2-3PM period.
Roughly 55% of the appointments set were the result of outbound calls, with the first call proving to be the most successful, accounting for 30% of all appointments. While there were no doubt diminishing returns to further calls, about one-quarter of appointments were the result of multiple phone calls, on par with the share (26%) that were the result of inbound responses.
It takes a good deal of persistence to get a qualified appointment, per the research. On average, it took 169 calls, voicemail messages or emails to secure a qualified appointment, and 20 conversations (live dialog, referrals, follow-ups and “no” responses). The average response rate was 6%. (For information on when B2B decision-makers are accessing their emails on smartphones, see MarketingCharts’ new Debrief: “Reaching and Influencing B2B Buyers and Decision-Makers” [download page].)
Finally, the LeadJen study reveals that the marketing function most likely to respond to lead generation was business development/sales and marketing (26% of qualified appointments), while directors (30%) and managers (22%) together accounted for a majority of appointments.
About the Data: The data was compiled from lead generation campaigns targeting marketers from 2010-2013, including 264,300 outreach attempts, and nearly 32,000 conversations with marketing executives. These calls resulted in 1,561 qualified appointments, $4.5 million in revenue generated and an additional $7 million in pipeline value.