There’s a wide variety of marketing channels out there, with social media and email marketing offering a highly-personalized way of reaching out to customers when compared with television commercials and direct mail. While you’ll want to use digital methods like email and LinkedIn, there’s still no replacement for B2B telemarketing when it comes to connecting in a meaningful personal way with your target audience.
There are several clear and important benefits that come with B2B telemarketing, here are a few of them:
Direct, real time contact: There’s simply no other way to get immediate contact with your prospective B2B buyer, giving you the opportunity to learn about their:
- Business challenges
- Plans or projects in place to resolve challenges
- Schedule, and buying cycle stages/steps
- Budget availability
- Competitive analysis
At the same time, questions can be answered about your product/services, and your brand can be positioned as one of the best solutions to solve their business challenge.
Reaching large audiences: B2B buying decisions rarely come down to one person, especially if you’re selling a big-ticket item. Telemarketing gives you the ability to identify and reach out to multiple contacts in a fast and cost-efficient way.
Ability to segment your marketing: Segmenting your content to target specific groups on LinkedIn is possible, but when it comes to telemarketing, every call is easily tailored to your contact’s needs. You cannot match the personalization possible with telemarketing through any other type of channel.
Instant feedback: By talking through various topics with your contacts, you can learn what’s on their mind and what types of content might interest them in the future. If you recently published a white paper, or had a video go viral, talking with your contacts and getting instant feedback on your content is priceless.
Nurturing leads: Telemarketing gives you the ability to answer questions, address concerns or reservations, offer promotions and generally move each contact along in the buying process. It gives you the ability to promote and strengthen your brand and motivate clients to consider your offering more favorably. Other forms of marketing tend to be more passive and less personal. B2B telemarketing gives you the opportunity to nurture leads along until they convert to customers.
B2B Telemarketing Allows You the Chance to Give Your Lead Nurturing a Boost
If you are a company that has a longer sales cycle, you need to figure out the best nurturing process to help move along prospects to the next phase of their purchasing process. You do not want to rely on prospects moving themselves through. By taking a proactive approach, you can provide valuable assistance in the decision-making process.
This is an important value-added service, you’re providing resources to inform, educate and support their decision-making. Nurturing can come in the form of providing additional content relating to their particular situation or answering questions that they have about your product or service. It’s about keeping the lines of communication open so that you emerge as a trusted partner, rather than a company that keeps emailing them junk or clutters up their social media feed with useless content.
Provide the Right Information at the Right Time
One of the benefits of using telemarketing as part of your overall content marketing strategy is being able to provide the right message at the time when your prospect needs it most. This means that you are so closely aligned with your contacts’ decision-making phase that you’ll never send them an email designed for initial consideration of your products if they are in the final phases of making a decision.
This kind of insight into your contact’s buying decisions requires a high level of attentiveness, and telemarketing makes that possible.
Following up With Your Contact
Pairing telemarketing with other channels of communication enables you to follow up in a more timely way with your contacts. For instance, after talking with a potential buyer about specific challenges they experienced, you can send a follow-up email with a link to a blog post, a white paper or a case study addressing the specific topics you’ve just talked about.
It goes the other direction, too, giving you the opportunity to make a phone call to survey recipients of your content giving you an opportunity to evaluate the effectiveness of your content.
Keeping it Personal
Automation is one of the most important developments in marketing. The ability to send a follow-up email after a potential buyer browsed your site is a valuable tool. It will often be a very productive action helping you move a contact along to the next step in your sales process. However, it does not eliminate the need for personal communications. Adding a personal touch (using telemarketing) will help you stand out in a market crowded with companies trying to save resources through automation alone.
Pair it With Digit
Rather than choosing to use either digital or traditional marketing methods, consider how using both as a part of your strategy eliminates the drawbacks of each and supports their strengths. For instance, social media is passive in nature, and you could spend a lot of time trying to develop relationships online. On the other hand, it’s a good method to broadcast a message and communicate your brand’s values using a video, white paper, infographic, etc…
By contrast, telemarketing is very proactive, it enables instant relationship-building. Unlike social media, it can be harder to use telemarketing to communicate your brand message in a way that matches the power of a video or image.
By combining the benefits of both telemarketing and social media, you get the best of both worlds. You can build your brand awareness online with social media and build relationships through telemarketing.
There’s simply no substitute for the warmth and connection that comes with a one-on-one conversation. You begin to build a relationship that’s based on trust and loyalty, and that is hard to duplicate using digital marketing channels alone.
Incorporating B2B telemarketing into your content marketing strategy should not eliminate your use of digital methods like social media or email. Instead, it should be used in tandem with these channels to maximize your growth. To learn more, talk with Blue Valley Telemarketing. We’ll help you put together a balanced growth plan that utilizes the best marketing channels for your company.