In August this year, the whole Naes & Friends team decided to take the Inbound Certification Course from HubSpot (and we’re all certified now – yay). One thing we acquired from the course was some interesting numbers to benchmark your inbound process towards. I thought I would share this with you! All data comes from studies made by HubSpot.
Photo by San Francisco based HubSpot Partner Campaign Creators
1. Why a quick follow up is important
“The odds of an inbound lead becoming qualified are 21x greater when they’re contacted within 5 minutes vs. 30 minutes.”
I think this was the most interesting number – think about the difference 25 minutes can do. What happens if you sell services that people mostly opt-in on after hours – how much does that hurt you sales? Hiring a virtual assistant in another time zone might just become the best investment you can do, if you are a smaller business. Hiring a person or team abroad might be interesting if you are a larger company. If none of those are an option, perhaps allowing push notifications for any channel you have collecting leads may be your best bet. That way, you make sure you increase your chances of catching any lead heading your way. Whatever you can do to get in contact as fast as possible, do it.
Why you need to nurture your leads
“It takes around 6-8 touches to generate a viable sales lead.”
Another interesting stat was that it takes around 6-8 touches to generate a viable sales lead. This means that a lead needs to come in contact with valuable content 6-8 times. I think this is interesting for many reasons. Firstly, I find that many nurturing flows are shorter than this. Maybe it’s because many of us may be a little too impatient for this number. Secondly, not all touches need to come from a nurturing email flow. Ask yourself – how can you better align your funnel to match this stat? Is the answer to set up a longer nurture funnel? To make sure you establish contact in more channels? Is it something else? Either way, take the time to really think about it, and take action.
3. Why you have to be patient
“75% of leads buy within 18-24 months.”
According to Hubspot data, 75% of leads buy within 18-24 months. That’s a long purchasing process. It’s important to not push a lead into a sale. Instead, let the cycle take it’s natural pace. This along with the previous stat could indicate that you want to stretch out your nurture flow, so you reach out to your contacts every month for example. That way, you’ll always be on their mind.
I like looking at stats like these, both to benchmark, but also to get inspiration for new tests to run. For those of you who are the same, check out these articles that are packed with stats from HubSpot:
The Ultimate List of Marketing Statistics for 2019
The Ultimate List of Email Marketing Stats for 2019
31 Customer Service Stats to Know in 2019
75 Key Sales Statistics That’ll Help You Sell Smarter in 2019