A test campaign itself is a great benchmark to discover what does and does not work for your business in terms of messaging, audience, and timing. Test campaigns are also useful for comparing methodologies using A/B testing.
Once you’ve established you benchmark, you’ll be able to identify opportunities for improvement and implement action plans to increase your future outbound calling performance.
Benchmarking For Your Next Campaign
Starting out with a test campaign allows you to go into your real call campaign with a background of data like your target market fit, cadence, response rate, cost per call, etc. that can be used for future comparisons.
If deployed at regular intervals and with similar criteria, you can track how well your campaigns perform over time from a high-level standpoint. To benchmark effectively, keep a document that tracks your key performance indicators (KPIs) in one place, or better yet, do it in real-time through your client dashboard, allowing yourself to see trends over time or from campaign to campaign.
A/B testing, or comparing two versions of an element (A and B) to determine which one performs better, is a key practice that bridges benchmarks and optimization. Comparing two call campaigns side-by-side enables you to have a clear roadmap of what is working well and what can be optimized. Adjust one variable of your campaign ⎼time to call, script intro, product description⎼ at a time, measure which strategy was more successful and apply it to your future call campaigns.
For example, did you find that not many people were responding well to your sales pitch? Tweak one sentence of your pitch at a time and see how the new script performs. Changing the entire script at once prevents the ability to pinpoint what it is about the script that’s not working.
Optimize For Better Future Performance
Benchmarking for insights into your campaign and analyzing the results means nothing if you don’t put them into action. Use the data that you analyzed and determine which areas of your call campaign need more help.
For example, if you found that you weren’t getting through to as many people as you would have liked, examine the times and days you were attempting to reach these individuals. Was it during their lunch hour, too close to the end of the work day, or were you calling their home phones while they were at work? Were you calling mostly on Mondays or Fridays, when workload is heaviest for many employees?
One important thing to keep in mind during the optimization phase is, just because something was statistically significant during benchmarking, doesn’t mean it’s going to affect future campaigns. You need to continue using A/B tests during the optimization phase to determine what tweaks and changes to your campaign cause the most positive change.
Benchmarking and optimization go hand in hand for improving your call campaigns. You simply can’t do one without the other, and the more detailed and rigorous your analysis and optimization is, the better results you will see!
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