Implementing a B2B telemarketing campaign is an excellent way to increase your company’s sales. That’s because a B2B telemarketing campaign is one of the best ways to identify prospects as part of your lead generation efforts.
Despite the success of B2B marketing campaigns, many companies mistakenly believe that telemarketing campaigns are not as effective as other types of lead generation efforts such as social media or direct mail. Statistics, however, do not support this belief. In fact, a survey by B2B Marketing magazine reported that 60 percent of marketing managers say B2B telemarketing is effective for lead generation with an additional 30 percent calling it “very effective.”
Marketing experts report that B2B telemarketing owes much of its success to its reliance on human interaction. In other words, people want to talk to people.
If your B2B telemarketing campaigns have not been as successful as you would like, you might be going about it the wrong way. What follows are three things to keep in mind when implementing your next B2B telemarketing campaign:
- Cold-calling is not dead. In fact, cold-calling is one of the most effective methods telemarketers use to generate qualified leads and identify prospects. The key is to know the people you are calling and focus on that knowledge. It also is vital to keep your call script concise while capturing the interest of the person who you are calling.
- Build on events. Generating leads from trade shows and other business-related events can do wonders for your B2B telemarketing efforts. When you follow-up by phone with individuals who attended your events, you have the perfect lead in for sales generation.
- Focus on appointment setting. When you use B2B telemarketing for appointment setting with prospects, you are helping to secure essential face-to-face interactions with potential customers.
It is important to keep in mind that while B2B telemarketing is effective, it still takes time. Many leads need to be nurtured over long periods of time. B2B telemarketing efforts allow you to keep track of potential customers and remain engaged. And the more engaged you are, the more likely a prospect will turn into a client.
Finally, B2B telemarketing is an excellent way to stay in touch with current customers. Since it costs five times more to acquire a new customer than it does to keep an existing one, staying in touch with current customers always makes good financial sense.