What is telemarketing?
Telemarketing gets results - in B2B marketing, it is one of the most effective ways to achieve your goals. If a unfocused mailshot is the equivalent of using a scatter gun from a mile away, telemarketing gets you up close and personal.
Your telemarketing strategy needs to be as detailed and focused as any other resource in your sales and marketing arsenal. Identify your objectives, link these to specific outcomes and you will create a strong, effective B2B telemarketing campaign. For example:
- Data cleansing – is your data robust enough to get to the right person, first time? What information do you need? What is essential/desirable?
- Lead generation - are you looking to generate a marketing list? Populate a market research tool? What information constitutes a strong lead?
- Appointment setting - be specific. Who are you targeting? What will make them agree to a sales meeting? What do you know about their business that will guarantee an hour of their time?
The time-poor professional will value a phone call that immediately highlights benefits to them and/or their organization; therefore your telemarketing campaign must be direct, clear and relevant.
Good B2B marketing creates contacts. A great B2B telemarketing campaign will create strong relationships from first point of contact by getting the message right and creating consistent, meaningful dialogue.
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Appointment setting
Lead generation
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