I wanted to share some interesting stats from a set of campaigns we are running for an IT company. This is a very focused industry campaign, and as such was targeted at the same data set over a period of months. The campaign had a very clear journey along which it drove the recipient, (a mixture of offering value and sales messages) and whilst each had different creative treatments, the messages built into a cohesive picture and were followed up by our in-house inside sales team.

Of 100% of leads we handed over to our client:

• 40% required two campaigns to develop into a lead
• 35% required three campaigns to develop into a lead
• 22% required four campaigns to develop into a lead

This just goes to show that a longer-term, nurturing approach bears a good deal of lead generation fruit. This is especially true when you are taking complex propositions into complex organisations. It can take time to introduce yourself, educate people, and get them to take the next step.

By running one campaign and moving on you’re certainly missing out on further opportunities. Instead, focus on working the data, and building a longer-term set of campaigns that have the ability to learn from telemarketing input about what resonates and develop the recipients’ perception as they are delivered. This method of campaigning also has the added benefit of allowing you to add contacts you are passed onto during the first phase of calling into the wider campaign approach.