Start with the results: how many leads you reached, how often they replied and how many meetings you booked. The Analysis tab brings those numbers together with the campaign funnel so you can see where leads stop progressing.
The five stages
| Stage | What it means |
|---|---|
| Not contacted yet | In the campaign, waiting for approval or for a quota |
| Contacted, no reply | The sequence is running, no answer so far |
| Replied | They answered but have not booked a meeting yet |
| Meeting booked | A time both sides agreed on |
| Stopped | Outreach ended, for example after an opt-out, failed action or rejected invitation |
Read reply rate and meetings together
Reply rate is the number of reached leads who replied divided by the number of leads reached. It counts people, including those who went on to book a meeting.
Meetings booked counts confirmed calls. To examine how conversations progress, compare that count with the number of leads who replied. You can calculate meetings divided by replies for your own review.
Read them in that order, because they point at different problems:
- Few replies, but those conversations lead to meetings: the people who hear you are the right people, there are just too few of them hearing you. Work on targeting and the opening line.
- Plenty of replies, but few meetings: the message earns attention and the conversation loses it. Work on the offer and the ask.
Compare your own campaigns, not a benchmark
A cold list of strangers and a list of people who commented on your posts last month do not produce comparable numbers, and neither do two industries. The useful comparison is your campaign this month against your campaign last month, with one thing changed between them.
Give a change enough volume to mean something. Twenty prospects cannot tell you whether a new opening works.
Find where progress slows
Many leads still waiting to be contacted point to a different issue from many reached leads with no reply. Check approvals, connection status, the extension and queued actions before changing the message. If people reply without booking a meeting, read those conversations before changing the target.
What to do next
When the numbers say something is wrong: Fix a campaign that is not working.