Tests Lead Response Practices
of Web-based Companies Tests Lead Response Practices of Web-based Companies



As the pioneer in lead response management technologies,, hired an independent research company, Incoho, to measure response times to inquiries made while on Web sites of some of the top Alexa-ranked companies. Inquiries were made on 526 Web sites from 469 separate companies through Web-based forms and all responses were tracked whether they came by email or telephone. The information that was input included fictional email addresses and phone numbers unique to this study.

The inquiries were made in 2008 prior to the Omniture Summit 2007 by Incoho, a data research firm from Ottawa, Quebec, Canada. Inquiries were made using fictional identities and contact information and were input five different times on each Web page. Researchers were instructed never to reply to responses, but merely to gather the exact date and time of each response made as well as whether they were made by email or phone format.

LOCATION: Provo, Utah
INDUSTRY: On-demand Lead Management Solutions ( is an Omniture Genesis and AppExchange Partner)
PRODUCTS: PowerDialer™ by, Domino™ for, and ResponsePop™ by


WHAT IS LEAD RESPONSE MANAGEMENT? has been at the forefront of research in the area of Lead Response Management since it partnered with Dr. James Oldroyd of the Sloan School of Management at the Massachusetts Institute of Technology (MIT) in 2007 in a study that released at MarketingSherpa's B-to-B Demand Generation Summit 2007.

The term Lead Response Management (LRM) describes where an online or offline inquiry is responded to in order to optimize contact and qualification rates. LRM is gaining attention because marketers generate leads and hand them off to salespeople to typically have them sit for hours or days and only get attempted a few times.

Lead Response Management is a subset of Lead Management which also includes Demand Generation, Lead Conversion, and Sales Qualification.

The study of Lead Response Management includes:

    » Lead Capture
    » Lead Routing
    » Lead Distribution
    » Lead Response
    » Lead Tracking
    » Lead Analytics

The LRM study found the following:

    » Wednesday and Thursday are the best days to contact and qualify a lead.
    » 8 to 9 am and 5 to 6 pm are the best times to contact and qualify a lead.
    » The odds of contacting a lead increase by 100x if attempted within 5 minutes versus 30 minutes.
    » The odds of qualifying a lead increase by 21x if attempted within 5 minutes versus 30 minutes.
    » Every attempt to contact made after 20 hours hurts the contact rate more.


The results gathered by the researchers are summarized as follows:

    » 47% of companies responded to inquiries on a web form by email.
    » 7.5% of companies responded to inquiries by phone.
    » 45.1% never responded.
    » Average time between response attempts by email was 54 hours, 6 minutes.
    » Average time between response attempts by phone was 54 hours, 5 minutes.
    » Inquiries at 9 am garnered shortest response times by email of 15 hours, 59 minutes.
    » Inquiries at 1 pm had shortest response times by phone of 16 hours and 15 minutes
    » 14.9% responded by email within 5 minutes.
    » 0.6% responded by phone within 5 minutes.
    » 67.2% responded by email within 20 hours.
    » 66.3% responded by phone within 20 hours.


LOCATION: Provo, Utah is a leading provider of B2B power dialer technology and lead management solutions to increase lead generation, lead conversion, and lead process visibility. They were the first company to embed telephony voice technology into sales and marketing automation solutions on the Web as an on-demand subscription service. These tools include Web form callback, automatic dialers, power dialers, voice broadcasting, lead nurturing solutions, and integration with online CRMs solutions like is a Partner on the AppExchange Platform.�s customers include Dun&Bradstreet, Omniture, HP, and FranklinCovey.

� 2009, Inc., PowerDialer for, ResponsePop, and JabberDog are trademarks of

All other trademarks are the property of their respective owners. All rights reserved. US Patent Pending.

INDUSTRY: Hosted Software
PRODUCTS: PowerDialer� for Salesforce, JabberDog�, ResponsePop�
34 E 1700 South Suite 113
Novell Building A
Provo, Utah 84606
TEL 1.866.342.5370
FAX 1.801.853.4089


LOCATION: Chicago, Illinois Incoho is a leading provider of B2B research work headquartered in Chicago, Illinois, and is committed to delivering exceptional value to clients by using the full potential of resources. The Incoho Advantage is rooted in commitment to superior customer service. With best-inclass technology and a highly trained team of outsourcing professionals, Incoho partners with clients to deliver customized services that integrate with and support their unique business processes.

The well-organized combination of assets results in a uniquely integrated and fl exible system that adapts specifically to clients business objectives and delivers directly to their needs, while maintaining an unwavering dedication to exemplary customer service.

INDUSTRY: Research
PRODUCTS: Research/Data Services
31400-980 Michigan Ave.
Chicago, IL, 60611
TEL 1.800.822.2466
FAX 1.613.482.5000
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Phillippines 1229


URL: Omniture, Inc. is a leading provider of online business optimization software, enabling customers to manage and enhance online, offline and multi-channel business initiatives. Omniture�s software, which it hosts and delivers to its customers as an on-demand subscription service, enables customers to capture, store and analyze information generated by their Web sites and other sources and to gain critical business insights into the performance and efficiency of marketing and sales initiatives and other business processes. In addition, Omniture offers a range of professional services that complement its online services, including implementation, best practices, consulting, customer support and user training through Omniture University�. Omniture�s more than 2,000 customers include eBay, AOL, Wal-Mart, Gannett, Microsoft, Neiman Marcus, Oracle, Countrywide Financial, General Motors, Sony and HP.

� MAY 2007 Omniture, Inc. Omniture and the Omniture, SiteCatalyst, SearchCenter, Discover, Genesis and TouchClarity logos are trademarks of Omniture. All other trademarks and logos are the property of their respective owners. All rights reserved.

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