Gilroy Corporate Communications

After 20 years away, we’re delighted to announce the opening of our new London office – right in the heart of Waterloo. This puts us closer to our clients and supports our rapid growth. We look forward to seeing you for a coffee soon.

Data Insights and Sales Intelligence Customer Advocacy and Growth

Are you making the right calls on B2B lead-gen?

We’re all looking for the same thing: better quality leads that are more likely to convert The good news is we’re getting there, as new data platforms, tactics and tools add precision to our efforts The bad news is, there are still no shortcuts

Let’s think back to where we began.

In the bad old days – and I’m old enough to remember them – marketers would dump 100-long lists of unqualified prospects on desks and then urge sales to hit the phones and make some money

It didn’t work Studies suggest it takes an average seven dial-outs to reach a prospect, but also that nearly half of salespeople stop dialling after the third unsuccessful attempt This isn’t laziness Sales just don’t have the bandwidth to deal with enormous lists And if a prospect has little or no knowledge of who they are and what they’re selling, they may as well save their breath

All too often, campaigns like these were seen to have failed, creating mutual distrust between sales and marketing – some of which still lingers today

Then came Nirvana – or so we thought Content syndication promised a new way to play Agencies could generate qualified enquiries, with demonstrable engagement

But while these prospects were part-qualified, their interactions – such as downloading content, submitting contact details or even agreeing to a follow-up – weren’t necessarily a clear statement of intent to buy Under pressure, sales once again picked up the phones, but made calls based on too many assumptions Prospects weren’t yet sales-ready The deluge of orders never arrived Conversion results improved, but only marginally

More recently, telemarketing was cited by some as a silver bullet, the thinking being that if sales teams can’t commit to closing leads, let’s hand the task to someone else But the average agent, however skilful, just doesn’t have the deep technical knowledge to lead a customer’s advisory buying journey – even in the early stages Ill-informed, but expected to deliver meetings in volume right now, they picked up the phone far too early, and annoyed prospects rather than persuading them

Today we can do things differently.

The abundance of MarTech coming online brings the prospect of rich, detailed, contextual customer conversations We can track multichannel engagements and cross-check against first, second and third-party sources We can psychometrically profile individuals and access a wealth of information about their organisations Crucially, we can re-target, nurture and re-qualify, so we’re much more certain about attitudes and intentions

There’s still a place for content syndication There’s still a place for emails and picking up the phone But let’s hold the calls until the timing’s perfect and we’ve properly qualified with multiple engagements around a consistent theme rather than single-click interactions Let’s think: less high-volume, more high-quality leads Tele-verification rather than telemarketing Realistic commitments to faster follow-ups Smaller lists with more chance of success

We have a common goal We all have a part to play Together, let’s build ecosystems of shared success based on truly-qualified prospects approached at exactly the right stage of the buying journey The technology exists, we just need to be willing to do the hard work Let’s make that first phone call count – every time

Kevin Sleap is Gilroy’s senior partner

We’re investing in the very best young talent that the UK has to offer.

You’ll need a strong degree that’s relevant to our business – but this doesn’t necessarily have to be a marketing or digital marketing degree Most importantly, you’ll need a sharp mind; great communications skills and the drive to succeed

Our grads need to hit the ground running, working straight into our account or shared services teams, where you’ll be expected to contribute from day one

In return, we offer a vibrant, collaborative culture and the chance to work along seasoned specialists In addition to the in-house training, and that offered by our partners, this role comes with an annual bursary for the first three years, to fund approved external training and personal development

If you’re a recent grad, and think you have what it takes to work at Gilroy, we’d love to hear from you: hello@gilroy co uk

Join Us at Gilroy

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