Regardless of how great of a strategic plan you’ve implemented for creating growth, there’s always a competitor catching on to the same strategy or a new promotion that requires an additional push. In addition, there’s always some refining to do. You are always working to get your content read, more response on social media and higher-quality leads.
“The Campaign Confidence Gap” presented the results of a survey conducted by SnapApp and DemandGen. It demonstrated the pressure on marketers to provide leads to their sales teams, but the lack of confidence that the techniques being used were actually leading to sales growth.
The results make it clear that marketers often feel as if they are walking blindfolded when it comes to spurring sales leads in their organizations. Of the respondents, 82 percent said that they were only “somewhat” or “not very” confident that their strategies for lead generation were effective at creating growth opportunities for the sales team.
Lead generation tops the concerns of marketers involved in the survey. Forty-one percent said that identifying new lead sources was their primary challenge in their marketing efforts.
A switch to buyer-centric marketing: One of the most dramatic changes in marketing in recent years is a move away from seller-centric marketing strategies. Buyers, even in the B2B marketing sector, are increasingly responding to more personalized marketing tools. You’re still telling your brand story, but it requires a little more finesse in the execution. In your marketing efforts, there has to be a focus on the problems, challenges and needs of your target audience, and then a discussion of how your company is uniquely and particularly positioned to solve those problems or answer a need.
Senior vice president of marketing at SnapApp, Aaron, Dun, says that companies that fail to become buyer-centric in 2017 will begin to feel a more serious impact in their sales.
Marketing is increasingly interactive: Companies are recognizing the need to be active on social media, giving your target audience the opportunity to voice their opinions and raise concerns. As a marketer, you welcome feedback and your brand thrives the more you are successful at getting your target audience to share your content.
As a result, your content must be more than just interactive. It’s got to be compelling, highly relevant and specific enough to demonstrate your expertise in the industry. At the same time, though, it’s got to be just general enough that you’re not at risk of only appealing to a couple of isolated people with a highly specific problem.
In other words, don’t create content simply for the purpose of getting your name out there. There must be a purpose to it. It should match your target audience’s problems with a solution that only your company can provide. It needs to capture your audience’s attention and then provide a way for you to engage with them further through an effective call to action.
The need for content-enabled marketing: The survey results also provide support for the shift to content-enabled campaigns, which favor shorter, high-value content to drive engagement with your target audience. Companies that favor content-enabled campaigns are experiencing a spike in their conversion rates, with 66 percent of those using this approach reporting a five percent increase in click-through rates. None of the companies using content-enabled strategies reported a decline in their conversion rates.
The survey authors dug deeper, asking respondents what the results of their content-enabled campaigns produced. This type of technique provided the organizations with higher quality leads in 34 percent of respondents, and leads that moved more quickly through the conversion to sales among 22 percent of participants in the survey.
Why Telemarketing Answers All of These Shifts in Marketing Philosophy and Lead Generation
Much of the focus for marketing strategies has been recently devoted to social media and other digital channels for lead generation. However, telemarketing remains a tried-and-true resource for lead generation that is surprisingly agile at answering every new trend occurring in content marketing. Here are the ways that telemarketing fits the demands of the current lead generation culture:
- Telemarketing is buyer-centric. When you employ a high-quality telemarketing specialist, you create the perfect buyer-centric conversation. You gain valuable feedback by listening to your potential buyer and finding out what types of content they prefer, whether they are the sole decision-maker in the purchasing process and what kinds of challenges they are facing in their organization. The information you gain through telemarketing helps you develop relationships, as well as highly-relevant content that serves your target audience.
- Telemarketing is highly interactive. What could be more interactive than a one-on-one conversation with your potential buyer? Not only do you gain critical information about your contact at the company, but you begin to build a relationship marked by trust and loyalty, elements necessary in today’s B2B marketing climate.
- Telemarketing is content-enabled marketing. When you invest in telemarketing, you provide highly-valuable resources to your potential buyers. They will have the opportunity to ask their specific questions, voice their concerns and receive access to content most relevant to their position and challenges in their role in the organization. Your contact could spend hours wading through an online library of blogs and white papers, but within a five-minute conversation, you could direct them to a blog entry that solves a challenge they’ve been experiencing.
The culture of marketing is changing, and marketers that fail to recognize the trends and capture their momentum will feel the pain in their lack of sales growth. However, for many of these changes, the key is not the invention of a new marketing channel or the production of more infographics, but the smart use of existing marketing tools.
Telemarketing is one of the most flexible and dynamic tools available to marketing teams. To learn more about how to use it to improve your lead generation efforts and deliver more conversions to your sales team, make an appointment to talk with Blue Valley Telemarketing.