Have you ever taken a call from a completely uninspired telemarketer who was obviously reading from a script? Is that your definition of business-to-business (B2B) telemarketing? You’ve obviously been touched by the wrong agency that believes cold calling and using bland scripts is the way to go. The truth is, when carried out effectively, B2B telemarketing creates one the best returns on investment possible in telemarketing.
An effective B2B telemarketing campaign will not cost an arm and a leg and it will grow your customer base. Every successful campaign will start with getting full support from your entire marketing team. An excellent strategy involves input from the entire team, which means everybody has to have faith in the process. However, in the absence of faith, produce the evidence from previous successful campaigns that can prove the validity of using telemarketing as a channel.
It takes collaboration between sales and marketing to make a work. Telemarketing can be used to nurture leads and build relationships whereas sales people are more adept at making that final push to convert. In most every successful campaign, the marketing professionals have brought the ready-to-convert lead to the attention of a sales representative who goes in for the kill, so to speak.
The best B2B telemarketing teams utilize perfectly trained staff to effectively handle the campaign. The success of the campaign hinges on the ability of the agent to communicate effectively. For calls between American-based B2B companies, it’s best to use agents from American soil rather than offshore call centers. The fluency of the agent and ability for the lead to understand the conversation without strain is vital. Agents should have enough knowledge about the brand to go off script, if necessary. They need to be problem solvers and excellent listeners as well as excellent speakers.
The best telemarketing agencies turn a campaign into long-term relationships. After effectively communicating, they’ve taken adequate notes that prove invaluable in nurturing leads.
Another important aspect of today’s B2B telemarketing campaigns is the equipment used in the process. It’s gone hi-tech. Clients are often allowed the opportunity to listen in to monitor the campaign. The best agencies also offer frequent reporting on the campaign that allows clients to drill down on the data being collected to get a comprehensive look at the campaign. This full view gives them the option to tweak the script or assign calls to the appropriate agent.
Companies that have attempted to tackle a telemarketing campaign on their own quickly understand how expensive it can be to start up and to maintain – renewing software licensing can be a bear. Also, in-house attempts offer little to no flexibility. If business picks up, they often don’t have the resource to grow. When business slows down, they’re faced with laying off employees.
Blue Valley Telemarketing has heard the horror stories about poorly planned B2B telemarketing efforts, which is why we take a different approach to our campaigns. If you’re ready to see things happen on your marketing efforts, it may be time to give us a call.