Telemarketing is an effective tool for opening up business opportunities and generating leads, however it isn’t always easy. Even if companies have a great sales team, they often don’t have the resources to create a targeted telemarketing campaign which guarantees results. A telemarketing campaign must increase leads and conversions or be used to explore new market sectors, which is why many businesses choose to outsource B2B telemarketing.
Before you begin any telemarketing campaign it’s important to discuss the company requirements and goals to ensure you get the most out of the campaign. With clear targets and strategies, you’ll have a higher rate of success.
The difference between telesales and telemarketing
To prepare for a telemarketing campaign it’s important to understand the main differences between telemarketing and telesales. The former is about creating business opportunities and introducing a company to new prospects, whereas the latter focuses on making a direct sale over the phone. Telemarketing can be more effective because it establishes new business relationships which can be nurtured over time, and many people don’t have the time to buy products or services over the phone – or don’t want to feel forced into it.
This means telemarketing can be used for a range of purposes, including appointment setting or market research, rather than just making a sale. Take a look at our telemarketing expert’s guide to getting the most out of B2B telemarketing.
1. Hire an expert with a proven track record
Of course it’s possible for businesses to launch a telemarketing campaign independently, however it is very time consuming finding relevant contacts and actually making the calls. To see good results you need a team of salespeople calling business prospects throughout the day, and most businesses simply don’t have the time or the resources to conduct the campaign thoroughly. By outsourcing your telemarketing to a specialist with a proven track record, like Prospect Research, you can get on with running the business and have peace of mind that your company can grow with fresh leads.
2. Access to reliable data
The type of data you use in telemarketing is essential for success. Contact details and phone numbers have to be relevant so minimal time is wasted on people who do not have buying power or won’t be interested in your particular service or product. You should also ensure the software used to generate this data is the best in the business, to prevent out of date contacts being called and crucial time being lost.
3. Set realistic goals and sales targets
Before you embark on the telemarketing campaign, have a meeting to establish the goals of the campaign. These will be entirely different depending on the type of business and the type of telemarketing campaign. For example you might set a definite target of 200 sales appointments to be made, or you could have general goals such as complementing your offline or online marketing strategy to increase social media interactions or organic enquiries. Make sure you define some realistic goals so you can measure the effectiveness of the telemarketing and see how much value it has added.
4. Update contacts and leads
As you continue throughout the telemarketing campaign, it is likely that you may find some dead ends or cold leads which can be turned around. For example, people move jobs or may have left the company so the contact details and lead contact at certain companies may have changed. It’s essential that data is updated throughout the campaign to keep marketing databases accurate.
5. Allow time for follow-ups
To get the most out of a telemarketing campaign you have to commit to a length of time which allows leads to be followed up multiple times. Trialling a campaign for a couple of months is not the best way to measure its success, and we find that clients who use telemarketing on a regular or ongoing basis see more profitable returns than those with shorter campaigns. Some leads may take 3-10 scheduled phone calls before converting, so bear this in mind.
6. How will you monitor success?
Decide how you will define and monitor success throughout the telemarketing campaign. This should obviously relate to your individual targets, and you may wish to include certain milestones along the way. For example, halfway through the campaign if you haven’t made it halfway to your target for appointments booked, you may have to look at how many follow up calls are scheduled in instead. There are many different ways to measure the success or effectiveness of the campaign but one of the most important is measuring the ROI.
Contact us to find out more about our B2B telemarketing campaigns or get a quote.