The Best Times to Prospect to IT Executives

July 24, 2014

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B2B | Technology

LeadJen-Best-Day-of-Week-Reach-IT-Prospects-July2014It takes a substantial amount of persistence to get a qualified appointment with an IT executive, details a study by LeadJen [download page] of lead generation campaigns targeting lists of IT executives over a three-year period from 2011 through 2013. The analysis indicates that it takes 222 calls or emails on average to secure a qualified appointment, more than the 169 on average it takes to reach marketers. Analyzing appointment-setting by time of year, week, and day, the study offers some insights into the best times to prospect to IT executives.

Interestingly, the first 4 months of the year appear to be when IT executives are most receptive to lead generation. For example, slightly fewer than 200 touches were needed to score an appointment during March and April, more than 10% less the average of 222. By contrast, marketers are best reached in the Fall.

Meanwhile, a plurality 23% of appointments with IT executives were set on Mondays, with Wednesdays (22%) closely following, per the analysis. (Marketers, by comparison, were most often reached on Tuesdays and Wednesdays.)

As for the best time of day? The largest share (15%) of appointments were set between noon and 1PM, with the 2-3PM and 3-4PM hours also popular, each at 14% share. Fewer than 2% of appointments were set before 9AM, while 5% were set after 5PM.

Although the largest share of appointments set were the result of the first outbound call, a significant share of appointments were the result of multiple phone calls. About 1 in 5 were the result of an inbound response, and 15% from email.

Finally, the study reveals that the IT function most likely to respond to lead generation was IT/services (44% of qualified appointments), while directors (30%) and managers (27%) together accounted for a majority of appointments when breaking the data down by title.

About the Data: The data is based on a study by LeadJen of lead generation campaigns targeting lists of IT executives over a three-year period from 2011 through 2013. These records included more than 331,000 outreach attempts resulting in nearly 1,500 qualified appointments with IT professionals, $5.5M million in revenue generated and an additional $20+ million in pipeline value.

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