ROI Analysis of Leads - LeadsCon 2013

InsideSales.com Background

Founders Founded: 2002
Patents: 4 Pending: 6
Location: Provo, UT
Annual Growth: 110%+
Venture Investors:
Dave Elkington Ken Krogue – US Ventures
CEO President – Hummer Winblad
– Josh James

© InsideSales.com Inc.
Copyright © InsideSales.com Inc. All Rights Reserved

Marquee Clients


PowerSuiteTM

PowerDialer™

PowerCall™

PowerText™

PowerSocial™

PowerStandings™
InsideSales.com
Inside Sales Automation &
Neuralitics™
Predictive Analytics Platform

Recent Research

2013 Distance
2013 LeadsCon Education
ResponseAudit ResponseAudit

2013 Top Sales 2013 Market Size
Challenges Survey Survey

2012 Dreamforce 2013 Lead Gen
ResponseAudit Methodologies


Inside Sales Effectiveness

• What lead and company factors lead to success
in an Inside Sales organization?
• Background
– 6.0 Million Calls
– 1.8 Million Lead Records
– 4,500 Lead Sources
– 4,000 Sales Reps
– 106 Domestic Companies
– 5 Major Industries
– 1 Year of Data (6 Month Aging Time)


Conversion Rates

New . 100.0%

Attempting Contact 46.9%

Contacted / Appt Set 24.9%

Qualified 15.9%

Closed 3.9%

Conversion Rates by Source
Tradeshow Referrals Search / Web

New . 100.0% 100.0% 100.0%

Attempting Contact 38.4% 50.3% 51.5%

Contacted / Appt Set 10.8% 40.7% 23.1%

Qualified 3.3% 38.1% 18.7%

Closed 0.6% 7.3% 1.8%

Lists Vendor Inbound Leads

New . 100.0% 100.0% 100.0%

Attempting Contact 76.4% 40.6% 22.7%

Contacted / Appt Set 10.2% 34.0% 21.9%

Qualified 2.3% 16.8% 16.1%

Closed 0.2% 0.4% 0.5%


Close Rate by Source
8%
7.31%
7%

6%

5%

4%

3%

2% 1.77%

1% 0.53%
0.44%
0.17%
0%
List Vendor Search/Web ACD / Inbound Referral


Lead Source: Implied Lead Value
$1,600
$1,477
$1,400

$1,200

$1,000

$800

$600
$476
$400

$200 $122
$46 $77
$0
List Vendor Search/Web ACD / Inbound Referral


Avg Lead Cost: Industry
$80

$70 Avg. Cost Aged Lead
Avg. Cost Shared Lead
$60 Avg. Cost Unique Lead
Avg. Cost Live Transfer Lead
$50

$40

$30

$20

$10

$-
Bus. Services Finance Software Healthcare Insurance Legal

B2B B2C


Avg Close Rates: Industry
35%
Close Rate Aged Lead
30%
Close Rate Shared Lead

25% Close Rate Unique Lead
Close Rate Live Transfers Lead
20%

15%

10%

5%

0%
Bus. Services Finance Software Healthcare Insurance Legal


Avg Lead Cost: Business Type
$45
Avg. Cost Aged Lead
$40 Avg. Cost Shared Lead
$35 Avg. Cost Unique Lead
Avg. Cost Live Transfer Lead
$30

$25

$20

$15

$10

$5

$0
B2B B2C


Avg Close Rates: Business Type
25%
Close Rate Aged Lead
Close Rate Shared Lead
20% Close Rate Unique Lead
Close Rate Live Transfers Lead

15%

10%

5%

0%
B2B B2C

Avg Deal Size
B2B B2C
$100,000 $10,000
$90,000 $9,000
$80,000 $8,000
$70,000 $7,000
$60,000 $6,000
$50,000 $5,000
$40,000 $4,000
$30,000 $3,000
$20,000 $2,000
$10,000 $1,000
$- $-


Avg Lifetime Value
B2B B2C
$300,000 $25,000

$250,000 $20,000
$200,000
$15,000
$150,000
$10,000
$100,000
$5,000
$50,000

$- $-


Persistency
6

5 5.36
Number of Dials

4

3
2.74
2

1

0
Not Closed Closed

Closed leads are dialed 95%
more than leads that don’t close

Close Rates by Dial
B2B B2C
1.20%

1.00%

0.80%
Close Rate

0.60%

0.40%

0.20%

0.00%
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20
Dials

Copyright © InsideSales.com Inc. All Rights Reserved Close Rate by Dials

Close Rate Increase Per Dial
B2B B2C
45%
Increase in Close Rate from Previous Dial

40%

35%

30%

25%

20%

15%

10%

5%

0%
2 3 4 5 6 7 8 9 10 11 12 13 14 15
Dial Number

Copyright © InsideSales.com Inc. All Rights Reserved Increase Close Rate Per Dial

Additional Revenue Per Dial
B2B B2C
$35,000 $350
Additioanal Revenue for B2B

Additional Revenue for B2C
$30,000 $300

$25,000 $250

$20,000 $200

$15,000 $150

$10,000 $100

$5,000 $50

$0 $0
1 2 3 4 5 6 7 8 9 10 11 12 13 14
Dial Number

Copyright © InsideSales.com Inc. All Rights Reserved Additional Revenue Per Dial

Close Rates by Dial
Business Services Finance
0.60% 0.40%
0.40% 0.30%
0.20%
0.20% 0.10%
0.00% 0.00%
1 3 5 7 9 11 13 15 17 19 21 1 3 5 7 9 11 13 15 17 19 21

Healthcare Telecommunications
1.50% 2.00%
1.50%
1.00%
1.00%
0.50% 0.50%
0.00% 0.00%
1 3 5 7 9 11 13 15 17 19 21 1 3 5 7 9 11 13 15 17 19 21

Copyright © InsideSales.com Inc. All Rights Reserved Close Rates by Dial per Industry

Additional Revenue per Dial

Business Services Healthcare
$20,000 $100

$10,000 $50

$0 $0
1 3 5 7 9 11 13 15 17 1 3 5 7 9 11 13 15 17

Finance Telecommunications
$1,000 $6,000
$4,000
$500
$2,000
$0 $0
1 3 5 7 9 11 13 15 17 1 3 5 7 9 11 13 15 17

Copyright © InsideSales.com Inc. All Rights Reserved Additional Revenue per Dial

Close Rate by Email
B2B B2C
1.8%
1.6%
Cumulative Close Rate

1.4%
1.2%
1.0%
0.8%
0.6%
0.4%
0.2%
0.0%
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21
Number of Emails

Copyright © InsideSales.com Inc. All Rights Reserved Close Rate by Email

Close Rate Increase for Each Email
B2B B2C
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20


Close Rates for Each Email

Healthcare Business Services
3.00% 1.50%
2.00% 1.00%
1.00% 0.50%
0.00% 0.00%
1 3 5 7 9 11 13 15 17 19 21 1 3 5 7 9 11 13 15 17 19 21

2.00% 1.00%
1.50%
1.00% 0.50%
0.50%
0.00% 0.00%
1 3 5 7 9 11 13 15 17 19 21 1 3 5 7 9 11 13 15 17 19 21


Additional Revenue for Each Email
Business Services Healthcare
$20,000 $600
$15,000 $400
$10,000
$200
$5,000
$0 $0
1 3 5 7 9 11 13 15 17 1 3 5 7 9 11 13 15 17

$1,500 $6,000

$1,000 $4,000

$500 $2,000

$0 $0
1 3 5 7 9 11 13 15 17 1 3 5 7 9 11 13 15 17


Close Ratios by Number of VMs

Before First Contact After First Contact
2.0%

1.5%

1.0%

0.5%

0.0%
0 1 2 3 4 5 More than 5
Number of Voicemails


LocalPresence

B2B B2C

15%
31%
Quantity of
Leads 69%
85%

Normal Caller ID
Local Caller ID

35%
Quantity of 47%
Closes 53% 65%


LocalPresence: Close Rate Increase

Normal Caller ID Local Caller ID
5.00%
550% 320%
4.50%
Increase Increase
4.00%
3.50%
3.00%
2.50%
2.00%
1.50%
1.00%
0.50%
0.00%
B2B B2C


LocalPresence: Additional Value

$2,000
$1,788
$1,800
$1,600
$1,400
$1,200
$1,000
$800
$600
$400
$200 $67
$-
B2B B2C


In State vs Out of State

Out of State In State
2.50%
85% Increase
2.00%
39% Increase
1.50%

1.00%

600% Increase
0.50%

0.00%
B2B B2C Average


Additional Value of In State Leads
300

255
250
225

200

150

100

50

8
-
B2B B2C Average


Closes by Time of Day

2.5%

2.0%

1.5%

1.0%

0.5%

0.0%
7 AM 8 AM 9 AM 10 AM 11 AM 12 PM 1 PM 2 PM 3 PM 4 PM 5 PM 6 PM
Time of Day First Contacted


Closes by Day of Week

2.0%

1.5%

1.0%

0.5%

0.0%
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
Day First Contacted


Closes by Day of Month

3%

2%

2%

1%

1%

0%
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31
Day of Month First Contacted


Close Rate by Days to Contact

B2B B2C
3.00%

2.50%

2.00%
Close Rate

1.50%

1.00%

0.50%

0.00%
1 2 3 4 5 6 7
Days to Contact


Revenue by Days to Contact

B2B B2C
$450
$400
$350
$300
$250
$200
$150
$100
$50
$-
1 2 3 4 5 6
Days to Contact


ResponseAuditTM
Avg
% Responded Response Avg
by Phone or Time by Response
Companies Email Phone Attempts

Dreamforce 2009 2,875 39.9% 41:07 1.07
Avg
Cloudforce 2010 472 30.7% 40:28
49:49 1.32

LeadsCon East 2010 57 35.1% 56:05 2.00

Dreamforce 2011 3,051 51.4% 57:28 1.20

AA-ISP 2011 159 54.7% 40:24 2.60

AA-ISP 2012 696 64.2% 39:20 2.05

Dreamforce 2012 2,148 55.0% 38:30 1.57

Distance Education 69 73.0% 24:18 3.48

LeadsCon 2013 311 49.8% 17:17 1.63

Copyright © InsideSales.com Inc. All Rights Reserved 2007-2012 ResponseAudit Research Studies –
InsideSales.com

ResponseAuditTM
Avg
% Responded Response Avg
by Phone or Time by Response
Companies Email Phone Attempts

Dreamforce 2009 2,875 39.9% 41:07 1.07
Avg
Cloudforce 2010 472 30.7% 49:49 1.88
1.32

LeadsCon East 2010 57 35.1% 56:05 2.00

Dreamforce 2011 3,051 51.4% 57:28 1.20

AA-ISP 2011 159 54.7% 40:24 2.60

AA-ISP 2012 696 64.2% 39:20 2.05

Dreamforce 2012 2,148 55.0% 38:30 1.57

Distance Education 69 73.0% 24:18 3.48

LeadsCon 2013 311 49.8% 17:17 1.63

Copyright © InsideSales.com Inc. All Rights Reserved 2007-2012 ResponseAudit Research Studies –
InsideSales.com

Total Dials Per LeadsCon Attendee

250

200
Number of Companies

Overall average of 0.96
dials per company
150

100

50

0
0 1 2 3 4 5 6 7 8 9 10 More
than
Number of Dials 10


Contact Method by Attempt Number

Emails Call Voicemail
120
Number of Responses

100

80

60

40

20

0
1 2 3 4 5 6 7 8 9 10 More
than
Attempt Number 10


Total Phone & Email Attempts
1.6 LeadsCon attendee average

3.4 Deals that don’t close 10.8 Deals that close
180
160
Number of Companies

140
120
100
80
60
40
20
0
0 2 4 6 8 10 12 14 More
than 15
Number of Attempts


Company Rankings
Rank Company Rank Company Rank Company Rank Company
1 Ingram Medical 41 Cake Marketing 81 TTC Marketing Solutions 121 RevenueAds
2 InsideSales.com 42 Little Brook Media 82 Connect Your Home 122 LeadSpend Inc
3 Vivint 43 Precise Leads Inc 83 University Bound Inc 123 Millennial Media
4 Endurance warranty 44 Leads360 Inc 84 Sumner insurance 124 Triggit Media
5 Quicken Loans 45 SoftVu LLC 85 Mortech 125 Expertsender
6 The Federal Savings Bank 46 Innovate Media 86 Inmobi 126 BuyerZone
7 ActiveProspect 47 Gragg Advertising 87 Website Magazine 127 React2Media
8 Brandman University 48 Geary LSF 88 Permission Data 128 Intermedia Advertising
9 KB Synergy 49 SBBCollege 89 retargeter 129 Linton Investments
10 Jones International University 50 RTK Media Inc 90 Impact Radius 130 Tipalti
11 SelectQuote 51 Growth Works Ventures 91 Insurance Quote Exchange LP 131 Pinnacle Mortgage Group
12 CorvisaCloud 52 SmartLead by AdTrack 91 Saveology.com 132 Twilio Inc
13 MDT Direct 53 Assurance Direct Marketing 93 Free Pool Quotes 133 LeadId
14 Shore Mortgage 54 List Giant 93 NextWaveMarketingStrategies 134 Prizm Media
15 Speed to Contact 55 ALLPRO Direct Marketing 95 Zillow.com 135 Market Approach Consulting
16 Total Attorneys 56 Rising Results Inc 96 Telic 136 Velma
17 boberdoo.com 57 SeniorLiving.net 97 The Lead Company 137 Inside Response
18 SendGrid 58 Adrea Rubin Marketing Inc 98 NewRetirement LLC 138 Barrington Media Group
19 Safeco 59 LinkTrust 99 Personal Capital 139 Deutsche Bank
20 Bills.com 60 WebMetro 100 Insurance Express.Com 140 optifinow
21 LeadQual 61 Waterstone Capital Advisors 101 SnagAJob 141 Wisemuv
22 Penn Foster 62 Republic Exchange 102 IntegriShield 142 GlobalWide Media
23 The Princeton Review 63 Ring Revenue Inc 103 Envisage International Corp 143 Business.com
24 NoCostRefi.com 64 Bankrate Inc 104 PlattForm 144 Koeppel Direct
25 UnsubCentral 65 DMi Partners 105 the internet law group 145 Blue Phoenix Media
26 Accurate Append 66 Best Rate Referrals 106 Response Mine Interactive 146 ListMarketer
27 The DelFin Project 67 Brafton 107 Q Interactive 147 Submit Express
28 Efinancial 68 Legal Brand Marketing 107 Round Sky Inc 148 Ampush Media
29 eGenerationMarketing 69 Brighton College 109 Digital Bulldogs 149 eGentic
30 TeleSign Corp 70 Prospect Mortgage 110 Silver Living 150 OpenJar Concepts
31 Loan One 71 BackToLearn.com 111 ScreenPerks, Inc. 151 LifeScript
32 Devry University 72 Neustar Information Services 112 Smart Rhino Labs 152 Supreme Lending
33 Payvia 73 Moss Affiliate Marketing 113 InsideUp Inc 153 Call Pixels
34 Log My Calls 73 Insurance321 114 Alliance Direct Media 154 Media Spade
35 Northcentral University 73 Vantage Media 115 Adchemy Inc 155 InsideVault
36 RMC Vanguard 76 Manage.com 116 Domain Sherpa
37 Three Deep Marketing 76 Mediaspike Inc 117 the Underground Elephant
38 IMG 76 netSpend.com 118 Partnerpedia
39 TriOS College 79 ABC Leads 119 Optimizely
40 Platt College 79 QuoteLab 120 Viral Ninjas


DAVE ELKINGTON
delkington@insidesales.com
Twitter: @DaveElkington
LinkedIn: http://www.linkedin.com/in/davidelkington

Dave Elkington Try PowerDialerTM Free for 2 Weeks
CEO & Co-Founder With 1000 Dialer Minutes
InsideSales.com http://www.InsideSales.com/leadscon2013


ROI Analysis of Leads - LeadsCon 2013

ROI Analysis of Leads - LeadsCon 2013

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ROI Analysis of Leads - LeadsCon 2013

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