It almost always makes sense to not waste time on "dead" leads. Best to start there.
You'll probably get the highest ROI when you focus on the leads that are somewhat likely to convert (ie. you'll influence those sitting on the fence).
But if you're short of people and have lots of high-quality leads, you'll probably want to focus on the leads most likely to convert.
Back at my previous company (fast-growing SaaS), we ran an AB test where leads were split into six groups: half received sales touches and half didn't, and there were three lead score groups in both (low, medium, high probability to close). Working with the medium group gave the biggest uplift.
“Working with the medium group gave the biggest uplift.”
Anecdotally, I’ve seen the same thing in a B2C context. The uplift in the highest probability group was so bad that we would leave those leads alone completely, even though the marginal cost of an email or sms is basically 0 as a % of revenue from a successful conversion.
It almost always makes sense to not waste time on "dead" leads. Best to start there.
You'll probably get the highest ROI when you focus on the leads that are somewhat likely to convert (ie. you'll influence those sitting on the fence).
But if you're short of people and have lots of high-quality leads, you'll probably want to focus on the leads most likely to convert.
Back at my previous company (fast-growing SaaS), we ran an AB test where leads were split into six groups: half received sales touches and half didn't, and there were three lead score groups in both (low, medium, high probability to close). Working with the medium group gave the biggest uplift.