B2B advertising campaigns seem straightforward at first, but can be more complicated when you take a closer look.
Now let me ask you this first, Is your telemarketing doing a successful run? If you say YES, then skip the rest of the article, but if you say NO then you may proceed and hear what i’m about to say.
Simplified, a campaign needs to go from Point A, or the starting point, to Point B, where the company would like to be.
It’s the journey that isn’t so straightforward, as far as B2B advertising goes.
Running a successful campaign may feel like a daunting task, and maybe that’s because of all the work that goes into qualifying leads from say, an IT contacts database.
Research data has shown that more than half the calls made to verify a contact’s information or to determine a possible customer’s needs turn into calls with no follow-up value.
One way to make the whole thing easier for you, maybe so you can focus on other areas of your campaign, is to have a firm that offers telemarketing services handle those initial calls, forwarding only contacts that are promising.
For that to work, though, there are a few things you should do.
- Determine what you need. Telemarketing includes several services like list qualification, appointment setting, and lead nurturing. Deciding which one you need for your campaign will help later on down the line. If you need more than one service done, it may cost a little more, unless your chosen vendor offers service bundles or something similar.
- Talk about the specifics. Make sure you talk with the team working on your project so they understand your industry and know what you expect from them. If you need them to qualify leads, give them a list of qualifying questions to ask. If you’re looked to them for appointment setting, set realistic expectations for how many appointments you want to have per week.
By discussing the specifics, the team you’re working will have a goal, and you’ll be better able to measure the success of the campaign.
- Refine the telemarketing process to suit you. It’s obvious that you’d want to try and save money, and according to many in B2B companies, the different billing options don’t make much of a difference in the total cost. If you want to save money, what you can do is to refine the process so it doesn’t take as long – a win-win option so that the team you’re working with can handle other projects as well.
For instance, you can have your sales reps take note about which leads were good and which ones were duds.
Get their feedback and suggestions, and then talk with the telemarketing team the next chance you get to incorporate those suggestions into their process for your campaign.
Working with an IT contacts list or something similar may not be the easiest thing, but with the right vendor and the right moves, it can be done.
Btw, about the question…
What is the Difference Between Telemarketing and Telesales?
Here’s the most appropriate definition that we’ve found.
“Telesales is purely the function of approaching customers directly, possibly by using the information gleaned from your Telemarketing approach. Both have outgoing cold calling in common, but Telemarketing has a raft of approaches to increase brand awareness, while Telesales has one simple function: closing a deal.”