“I won't say that teleprospecting doesn't make cooler calls, but now with marketing automation in place, much time and energy can be focused on warmer leads,” Wagner Steinmetz said. Teleprospecting is “taking it all the way to where sales will step in with a greater understanding of the prospect and be able to dig deeper to build out solutions.”
This phone-oriented qualifying process is augmented by a separate telemarketing team, working with scripts and calls to action, such as invitations to webinars or meetings at trade shows.
Wagner Steinmetz is pleased with Perceptive Software's marketing journey to date.
“One of the measures that is important to me is the sales-qualified lead, the opportunity-to-close rate,” she said. “If we're not bringing in the revenue, the rest just doesn't matter, and we've definitely seen an improvement here.”