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The Harte Hanks Blog

3 Ways a Contact Center Can Help with Funnel Optimization and Lead Conversion

By: Nicole Bump

Management has assigned lofty revenue goals to your marketing team. Now you need to deliver. 

I bet your first reaction is not to partner with a contact center. While many companies hire contact centers to assist with inbound customer care, a call-based solution is the less obvious choice to improve lead generation and conversion. However, bringing contact center services into your marketing mix can help with funnel optimization at three key points: the quality of prospect records, lead qualification rate and lead conversion rate.

Contact Center Agent
  1. Improve lead quality. If you’re part of that 40% of B2B marketers that say they don’t have the data to drive their campaigns, then you ought to fix your data![i] A contact center partner can validate the prospect records you already have in your database, making sure you can reach them with your promotions, while also helping you to find new contacts. The result is plenty of high quality leads entering your funnel, priming you for success.
  1. Accurately qualify leads. A full 61% of B2B marketers send all leads directly to sales, but only 27% of those leads will be qualified.[ii] A good call center partner will ask the right questions to properly score and qualify your leads, improving your marketing- to sales-qualified conversion rate and making your sales team happy.
  1. Nurture to close. Companies that excel at lead nurturing generate 50% more sales ready leads at 33% lower cost.[iii] Tele-nurturing (using a call center for lead nurturing) keeps opportunities moving through the sales funnel, reenergizing leads and even pushing late-stage opportunities over the finish line—all of which shorten the sales cycle and increase your close rate.

Although not always the obvious choice for funnel optimization, adding contact center services to your marketing mix may be just what you need to keep your campaigns on track—and deliver on C-suite revenue goals. Check out this infographic to see more compelling statistics.

[i]  Holger Schulze. “B2B Lead Generation Marketing Trends: 2013 Survey Results.”
[ii] MarketingSherpa. “2011 B2B Marketing Benchmark Survey.”
[iii] Forrester Research via HubSpot. “30 Though Provoking Lead Nurturing Stats You Can’t Ignore.”

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