Timing is Everything in B2B Marketing (from Chris Ryan)
I just read an interestng post at the Smashmouth Marketing Blog about the importance of timing when it comes to reaching business prospects at their desks. According to an MIT/InsideSales.com study, you are 2-3 times more likely to catch someone in the eastern time zone between 4 and 5 pm as you are between 11 am and 12 pm. It’s good to keep this in mind as you schedule the time of your telemarketing and sales development reps. But timing is equally important in areas like:
- When to send outbound emails (Tuesday-Wednesday)
- When to hold Web events (never on Monday or Friday)
- When to follow up with fresh sales leads (always within 48 hours)
My new book: How to Create an Unstoppable Marketing and Sales Machine has lots more information about the importance of timing in different aspects of B2B marketing. But suffice it to say that marketers who want to be effective must adjust their timing to when prospects are ready and able to be most receptive. This can make a big difference in results.
The Smashmouth Marketing blog can be found at: http://bit.ly/I0Qhi - talk
John Leavy
It took me awhile to understand that people were not as excited to listen to me as I was to talk with them. It’s sad but true…people do have other priorities than to hear your marketing pitch. I will confirm your thoughts on never sending outbound emails on Mondays and Fridays. Our email open rates are much higher when we let people get their week started on Mondays and leave them alone on Fridays so they can get all the fires out and head home for the weekend. I look forward to reading your latest marketing masterpiece; How to Create an Unstoppable Marketing and Sales Machine. Later.