HOW TO CHOOSE BETWEEN TELEPHONE PROSPECTING OR DIGITAL PROSPECTING
Posted: Wed Jan 01, 2025 6:20 am
Let's take the example of a company selling laundry equipment. According to telegram data marketing, the cost and services of the equipment should attract a majority of large industrial laundries (>600 in France - well identified) and a few retail laundries (>11,000 in France - poorly identified). The expected turnover of these 2 markets is currently. In one case, we are looking for 60% of prospects among the 600 industrial laundries, in the other we want to reach 3% of retail laundries.
This is called lead density. Since the costs of direct prospecting are proportional to the number of calls, telephone prospecting will cost proportionally 18 times more for retail laundries.
This example is extreme because in reality, we can use sorting and scoring methods. These methods reduce the population of suspects to be prospected by telephone for a much more economical result. However, this example illustrates that the ROI of telephone prospecting depends heavily on the density of prospects.
In low density markets, digital prospecting methods from Inbound Marketing can be very relevant. It is estimated that digital prospecting starts to be relevant if your prospect density in the files is less than 20%.
It is also estimated that if the prospect density is greater than 20-30%, telephone prospecting remains the most profitable prospecting method.
This is called lead density. Since the costs of direct prospecting are proportional to the number of calls, telephone prospecting will cost proportionally 18 times more for retail laundries.
This example is extreme because in reality, we can use sorting and scoring methods. These methods reduce the population of suspects to be prospected by telephone for a much more economical result. However, this example illustrates that the ROI of telephone prospecting depends heavily on the density of prospects.
In low density markets, digital prospecting methods from Inbound Marketing can be very relevant. It is estimated that digital prospecting starts to be relevant if your prospect density in the files is less than 20%.
It is also estimated that if the prospect density is greater than 20-30%, telephone prospecting remains the most profitable prospecting method.