One of the most crucial elements to a successful sales campaign in Overpass is providing your agents with a high-quality, strategic lead list. This guide is a starting point for understanding the role leads play in your outreach efforts. For specific help with the upload process, please see Formatting and Uploading Lead Lists.

First: Define Your Ideal Customer

If your business is well-established, you no doubt a have a solid understanding of the type of customers that are interested in your product or service. For newer companies, however, it's always worth taking some time to consider exactly who you want your sales agents to be calling. One call to a potential ideal customer is more valuable than twenty calls to random numbers.

Where Do Lead Lists Come From?

There are different methods to obtain quality leads, and Overpass can be used with any combination of them.

Your Own Records

Many Overpass clients already have a database of existing or potential customers. This might be a record of past sales, lists of customers who responded to a specific ad, or research you've done on your own. As long as this data can be formatted as a spreadsheet, that information can be uploaded into Overpass.

Social Media / Landing Page Advertising

Social media advertising works by encouraging people to click on an ad, then provide you with their contact information via a form or landing page. This information can generally be exported or downloaded into a spreadsheet, then uploaded into Overpass. We also offer direct integrations for Facebook marketing and Unbounce landing pages. Additional integrations will be available in the future, so if there's a particular service you'd like us to prioritize, let us know!

Third Party Services

There are a variety of different services that offer customized lead lists for both B2C or B2B sales campaigns, all with different price points and options. As long as your list can be exported as a spreadsheet, third-party lead lists are perfectly compatible to be uploaded into Overpass. (Depending on the source, you may need to make certain changes to the formatting of the list.)


What About Lead Scraping?

Some clients ask their Overpass contractor to conduct their own research online to find potential customers (a process known as "scraping"), then have the contractor call these new leads. This can work, but in our experience, using pre-existing leads is typically more successful than asking your agents to find their own.

What Are the Minimum Requirements for a Lead?

An individual lead in the Overpass system must contain a primary "Name" field. This can be done in any of the following ways:

Company Name (single column)

Full Name (single column)

First Name, Last Name (two separate columns)

You may include more than one of these column types -- for instance, many sheets have both a "Company Name" and "Full Name" column. However, only one of these columns will serve as the "primary" name, and this column cannot contain blank rows.

Please note that as of July 2021, leads do not need to include a phone number. This may come in handy if you intend to first reach out via email, and hopefully obtain phone numbers through that method. As you would imagine, contacts without a phone number cannot be called through the Preview Dialer until a valid number has been added to that contact via the CRM.

Headers

Please be sure that Row 1 of your leads sheet contains your headers, and the data begins immediately afterward in Row 2. Avoid blank rows, as this can cause errors.

Correct formatting should look like this:

Example of minimum requirements for a viable Overpass lead list.

How Much Information Can A Single Lead Contain?

Besides the minimum requirements, your lead sheet may contain as many additional columns/fields as you like. These fields may contain data or be left blank for your agents to fill in later. (For example, if you don't currently have any email addresses, but hope to obtain that information during the calling campaign, just add a blank column with the header Email.) Please note that any totally-blank columns should be kept to the right of your name and phone number fields.

Example of an Overpass lead list with more data and extra columns

For more specific help, check out our companion article Formatting & Uploading Lead Lists.

How Many Leads Do I Need?

It's a great question, and while there isn't a single answer, you can make some fair estimates based on other factors within your control.

A single sales agent using our preview dialer generally makes between 10 and 50 calls per hour. Seeing fewer calls per hour is usually indicative of a more successful campaign, because that shows that some of those calls are developed into productive conversations. If the agent makes 50 or more calls in an hour, we can assume the majority of them were non-answers or hang-ups.

Using 20 calls/hour as an estimate, we can take your agents' total weekly contracted hours and multiply by 20 to get a baseline for how many leads each contractor can call per week. For instance, one contractor working a 30-hour workweek can be reasonably expected to place around 600 calls each week. If two agents are working, that number should be doubled, and so on.

Understanding the Calling Queue

When deciding how many leads you'll need, remember that individual contacts can be called more than once. The specific outcome that the agent selects for each call directly determines how that lead will be handled moving forward in that campaign.

Calls that are dispositioned with a non-final outcome ("Busy Signal," "Left Message," etc.) are simply sent to the bottom of the campaign queue, and can be dialed again later in the campaign. Calls that are assigned a final outcomes are removed from the queue, however -- which includes both positive ("Sale Closed") and negative ("Not Interested") results.

Based on the above, you can understand the importance of a sufficiently large pool of leads. A contractor working with only 30 names will likely be repeating the list by the afternoon of that same day. A list of 500 names might not last an entire week, but numbers that were called on Monday won't make their way back to the top of the queue until later in the week.

Can I Upload New Leads Mid-Campaign?

Absolutely! If none of the other parameters of your campaign are changing (sales script, outcomes, etc.) then it's easy to simply upload a fresh list and add those names into your existing campaign. Just navigate to Contacts > Lists and select Import, then use the drop-down menu to select which campaign they should be added to.

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