All Directory
How to Evaluate Qualified Meeting Generation Services
Author:
Pablo Jiménez de Parga Ramos
Date:
Disclosure: this guide is published by throxy, which sells qualified meetings. It sets out what to check in any meeting generation service, then explains how throxy handles each point, using only what throxy publishes on throxy.com. We have left out industry benchmarks for show rates and acceptance rates, because we could not find a public source we trust. Ask each provider for its own numbers instead.
The short answer
Judge a meeting generation service on four things: how it defines a qualified meeting, who approves each meeting before it counts, what happens when a prospect does not turn up, and what you can see while the campaign runs. Get all four in writing before you sign. throxy agrees the qualification standard with you before launch, sends every meeting to you as a request, and charges only for meetings you approve that take place (performance-based pricing).
Booked meetings and qualified meetings
A booked meeting is any call that lands in a calendar. A qualified meeting is one with the right person, at an account that fits your market, about a problem you solve. Providers that count every booked meeting can hit their target while your pipeline stays flat. Ask every provider which of the two it counts and charges for.
What to agree before you sign
1. The qualification standard
Write down the company criteria (sector, size, location, signals) and the person criteria (roles, seniority, the problem they own). Ask the provider to show how its list matches both before outreach starts.
2. Who approves each meeting
Find out whether you see a meeting before it reaches your calendar or only after it is booked. Ask how long you have to reject a meeting that does not fit, and what happens to a rejected meeting.
3. Attendance and no-shows
Agree whether a meeting counts when it is booked or only when it takes place, and whether a no-show is rebooked or replaced.
4. What you pay for
Match the fee to the outcome you want. A retainer pays for activity, a pay-per-meeting fee pays for each meeting, and a hybrid mixes both. Check which meetings trigger a fee. Our guide to pay per meeting and retainer pricing compares the models.
5. What you can see
Ask to review the list, the messages and the call notes, and agree how often you get a report and what it includes.
The numbers to ask for
Meetings booked and meetings accepted by you, each week.
Meetings held, as a share of meetings accepted.
Meetings that became opportunities in your CRM.
Which channel and which message produced each meeting.
How long the provider needs from signing to the first meeting.
Ask for these figures from a current client campaign in a market like yours, and ask how they are measured.
Warning signs
The provider defines “qualified” by job title alone.
You only see meetings once they are already in your calendar.
No-shows count towards the target.
The provider will not show you the list or the messages before launch.
Reports show activity (emails sent, calls made) with no link to meetings held.
How throxy handles each point
Qualification standard: agreed with each client before the campaign launches (performance-based pricing).
Approval: every meeting throxy books is sent to you as a request. You have 24 hours to accept or reject it, and the prospect only receives the invite once you approve.
Attendance: a meeting has to take place to be chargeable.
Fee: a flat monthly fee for running the campaign plus a fee for each meeting you approve.
Targeting: a custom database for every campaign, with companies and people qualified before outreach starts (lead finding and qualification).
Visibility: you can review the copy and targeting before launch on day 7, or stay hands off, and the campaign goes live by day 14 (done-for-you outbound).
