B2B marketing continues to evolve. That, of course, barely registers as news. What’s really interesting is that, this time, the trends reshaping marketing are starting to impact traditional outbound strategies, including finding and booking sales meetings. If you’re looking to partner with a third-party appointment setting services provider in 2018, here’s what you should expect next year.
Generating leads and appointments still rank as the top challenge that B2B marketers face. That’s why B2B marketers allocate the bulk of their budget increase to prospecting activities. With more than two-thirds of marketers claiming they’re unable to consistently connect with high-quality prospects, a significant number of organizations plan to outsource at least part of their prospecting program.
This makes appointment setting a prime area for marketers to consider. But marketing itself has now changed so much that even appointment setting doesn’t look like what it did just a couple of years ago. Prospecting continues its steady march toward adopting pull tactics as more B2B buyers chart their own course in the purchase journey.
This means that an outsourced appointment setting services partner should deliver prospecting solutions that help you keep up with the times. At a bare minimum, here are four things you should expect from a reputable provider:
Account-based marketing (ABM) is gaining traction among marketers. In a nutshell, ABM strategies focus on targeting only a few organizations with the highest likelihood of turning into customers, rather than directing marketing efforts at huge numbers of target companies. It’s like fishing with a spear instead of casting a net.
A reputable appointment setting services company gives you ABM capabilities on top of personalized and targeted prospecting. They tailor campaigns based on an account’s characteristics, which is a step closer to the much sought-after “segment of one”. ABM-enabled appointment setting services target entire org charts of key decision-makers from target accounts, connecting with every person involved in the buying process within a single company.
As much as 7 in 10 companies currently use some kind of marketing automation platform (MAP). That’s because MAPs boost lead generation for 80% of marketers and improve conversions for 77% of users. Companies rely on MAPs so much that, as a percentage of revenues, spending on marketing automation now outweighs other IT expenditures.
Appointment setting services that leverage automated prospecting use proven tools to rank leads and follow up on opportunities with minimal human intervention. This frees up their marketing and sales specialists to work on more value-added activities in your campaign such as live conversations with decision-makers. Automated prospecting accelerates one of the most time-consuming components of marketing and makes it more efficient and productive.
Around 42% of marketers blame poor data quality as the main reason why prospecting campaigns tend to underperform, while about half point the finger at bad data for their MAP’s failure to deliver decent returns. In addition, marketers think they don’t have access to detailed data on prospect behavior and intent, which can help refine their targeting accuracy and enrich segmentation.
Any third-party appointment setting agency should (at the very least) transparently describe their data validation and enrichment processes. You want appointment setting services that let you target, track, and test all aspects of a prospecting campaign. It’s no longer enough to be data-driven, it’s now about being data-first.
Adobe finds that tech marketers prioritize “customer experience and being experience-led” for 2017. This pretty much sums up the trends influencing today’s prospecting strategies in the B2B space. Appointment setting now requires not only a multichannel approach, but also an omnichannel mindset. The difference is that multichannel strategies tend to revolve around marketers’ perspective, while omnichannel takes the entire customer (current or potential) experience into account.
Omnichannel appointment setting services goes beyond integrating different marketing channels to engage prospects. They weave the entire buyer journey into a coherent process for you and your target leads.
So, be on the lookout for these four qualities. These form the baseline for “good” appointment setting services. Make sure that a potential marketing partner meets all four characteristics.