Phone calls, email influence lead conversion

Los Angeles—The number of follow-up phone calls to prospects in response to a lead-generation action can boost conversion rates to 93% of prospects called, according to a report by customer acquisition company Leads360.

According to Leads360's "Sales Optimization Study," more than half of all prospects who eventually convert are reached sometime after the first call attempt, but 40% of leads are never called a second time. Also, while those prospects who receive email have a 16% higher chance to actually be reached by phone, 59% of the prospects in the study did not receive a single email.

Leads360's study was based on an analysis of 3.5 million leads across 400 companies in November.