In prior years, marketing was traditionally done through "outbound strategies." This process entailed businesses pushing their product or service to the consumer through traditional strategies such as press releases, advertisements, billboards and cold calling.
While these marketing tactics may be considered intrusive to some, a contrasting formula is inbound marketing, in which companies draw in leads by designing promotional offers in order to generate interest that can potentially lead to conversion.
However, according to a recent Inc.com post written by Geoffrey James – the author of one the world's most-visited sales oriented blogs 'Sales Source ' – while inbound marketing can be extremely effective, many businesses do not deploy it successfully.
One of the primary reasons for this, cited by James, is the fact that companies simply wait far too long to capitalize in the leads generated through inbound marketing.
"Unfortunately, it turns out that most companies are really, really bad at this and let way too much time lapse before calling the leads back," writes James. "In fact, I was recently pointed at a Harvard Business Review study indicating that the average response time to a sales lead is 42 hours. If you're waiting that long, you're probably wasting your time."
In order for businesses to optimize this area of their operation, it would be wise to partner with a third-party answering service. While a sales lead generated through inbound marketing may come in at an inconvenient hour for an internal service staff, the professionals at an answering service maintain availability around the clock through the phone, instant message, text message and other digital channels.
Consequently, regardless of when a lead is processed, an answering service can address the fact that inbound leads have a short shelf life and take action the moment one comes in.