Here are some scary real life statistics from a client who sells in the B2B space.
We have just conducted 40 Mystery Shop enquiries to a B2B software provider who sells business analytics.
It’s high-brow stuff at a high price, for which they spend a fortune on advertising.
13% of enquiries don’t get a call-back… ever!
33% don’t get a call within 2 business days.
The cost of these wasted leads should be added to the marketing acquisition cost.
How do you fix it?
3 steps.
- Define a well-communicated process.
- Train staff
- Track
Of course Mystery Shopping is still a big part of tracking. it still remains one of the few (only?) ways available to find the truth about marketing sales funnel mechanics.
Oh this couldn’t be you, I know, that’s what the client said before we started.
Though I know this client employs rocket scientists, it’s not rocket science.
