August 30th, 2016
B2B telemarketing is the “killer app” in today’s mix of marketing channels.
It’s among the most cost-effective ways to generate demand and collect information, because it can reach a high volume of people without the cost of face-to-face meetings, huge mailings, or ginormous email blasts. Response rates, in fact, are robust.
Telemarketing can be used to:
- Identify prospects and new sales opportunities
- Set appointments for your sales team
- Test-market new products and services
- Support your face-to-face and virtual events
- Follow up direct and email campaigns
- Renew memberships and upsell current customers
- Survey customers
- Raise brand awareness
- Communicate in a crisis
And not for a New York minute should you confuse B2B telemarketing with those nuisance calls you get at home from B2C companies (we won’t name any). In the B2B environment, the tactics used and results achieved are totally different.
But, if you’re new to B2B telemarketing, how do you get ready for a campaign?
Here’s a simple three-step checklist (and we promise-none of it’s rocket science):
1. Set goals and budget
Start by writing a brief purpose statement for your campaign and a description of the audience you want to target. We aren’t suggesting you have to be Stephen King to do this. A few bullet points will do. What do you want to accomplish? Who do you want to reach? How much can you afford to spend? That’s it. One of the great things about B2B telemarketing is that both results and ROI can be measured with accuracy. You can’t say that about a lot of the other channels.
2. Gather lists
Lists are the lifeblood of B2B telemarketing campaigns. Pull together your lists of prospects and customers, including as much information in each record as possible, and be ready to upload them to us. If you’re uncertain about the quality of your lists, remember we can assist you with list cleaning. We can also help you acquire new lists from reputable sources, if your lists are too small.
3. Spell out your key message
While we can help you craft the right message and talking points for your target audience, it makes sense first to write down in brief form the key message you want your audience to take away from the campaign. What do you want prospects or customers to learn about you from the call? What offer do you want them to consider? And what do you want them to do—and by when?
Ready for results?
To learn how B2B telemarketing can help you achieve better results, call Randy Lieberman at 800.290.8714 or send an email to randyl@foundationmarketing.com.