Why Timing is Critical in Lead Generation

Author: Johanna Rivard / Source: Marketing Insider Group In this day and age, people are used to having immediate access to everything. T

Author: Johanna Rivard / Source: Marketing Insider Group

In this day and age, people are used to having immediate access to everything. Thanks to technological advancements that make it possible for almost anything to happen in an instant, people are no longer willing to wait. They want it all, and they want it now.

B2B buyers are the same (because you know, they’re people, too). They expect fast and relevant communication. If your business doesn’t reach out with the right message at the right time, buyers will go elsewhere. Think about it—if you don’t respond to queries from your leads and follow-up immediately, you’re just giving your buyer time to explore other options and other companies.

According to a Harvard Business Review’s Lead Response Study, the average response time of B2B companies is 42 hours. It’s completely understandable that most buyers don’t want to wait that long.

80% of B2B Buyers Expect Real-Time Interaction

According to research conducted by SalesForce, 80% of business buyers expect brands to communicate in real-time.

While the expectation varies by channel, 67% of B2B buyers expect an email reply within one hour, and we’re not talking about a “thank you” email. This is an actual personalized email response from a sales representative.

Further, 83% of buyers expect a response by SMS within one hour as well. Messaging apps are common nowadays, and 87% of buyers expect to be contacted within one hour through these platforms.

A Timely Response is the Most Valued Attribute in Customer Service

Interactive Intelligence Group’s Customer Experience Survey revealed that timely response is of higher importance to buyers than efficiency, professionalism, effective follow-up, and knowledgeable sales agents. This goes to show that being quick to respond trumps being good at your job. I know, it’s crazy, but the numbers don’t lie.