Did they ever call you?

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We all have our office phone numbers on our websites, right? We hope someone studies our well written website, qualifies themself and picks up the phone to discuss it further with our sales reps over the phone. Ideal, right?

The right CTA?

I’m asking the question if giving a phone number or an email address is the right call-to-action (CTA) we expect our cold leads to do. I doubt.

To be brutally honest with you, I can count the number of incoming calls from cold leads in 2019 on one hand – and I have 5 fingers, though! 😉

Why? They don’t call because they don’t know what happens next. All they know is that they lose control on their own buyer journey.

A call with a sales rep might be too early for them and an email to that company leaves it totally up to them without any guidance to gain more information about you and your offer.

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Soft CTA

I’m totally aware that we (sales) want to take the conversation offline (over the phone) as soon as possible but pushing them our phone numbers in the face doesn’t really help to achieve that.

We played around with CTAs a lot. From today’s point of view those CTAs work best for us:

  • LinkedIn InMail (around 150 in 2019)
  • Appointment scheduler on website (around 70 in 2019)
  • Web form on website (around 30 in 2019)
  • Chatbot on website (around 20 in 2019)
  • Direct email (8 in 2019)
  • Incoming calls (5 in 2019)

 

Correction: In this article I’m referring to sales qualified leads (leads that already have “product specific” questions). CTAs like “Subscribe to newsletter” or “Download the lead magnet” is not part of that.

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Lead Generation & Sales in DACH