Telemarketing is sometimes confused with those unwelcome cold calls that you get whilst you’re about to sit down to an evening meal at home. It should be nothing like this if it is to be effective! Telemarketing in the B2B marketing space requires a very different approach.
In this section, we aim to answer the most commonly asked questions and dispel a few myths with regard to B2B telemarketing.
Telemarketing is marketing conducted via the medium of the telephone to an intended market or target group. It can therefore cover a variety of functions; including lead generation, appointment setting, raising awareness, up-selling, route to market, market research, event support, customer surveys and many more.
Telemarketing and telesales are different activities – although they can be interchangeable depending on the specifics of the campaign. Telesales is a service that is used to sell a company’s products or services via the telephone, and can be cold calling or aimed at existing customers. Telemarketing is more about relationship building and has broader objectives. Please see below for more information.
Telemarketing can be used to perform several roles including Lead Generation, Appointment Setting, Market Research, Customer Surveys, Market Testing, Event or Campaign Support/Follow-up, Lead Nurturing, Crisis Communications, Major/Key account profiling, Channel Communications, Product Launch/Awareness or Repositioning.
We would start by reviewing the objectives of your campaign and the audience you want to target. We work with trusted, quality data providers, although we are not tied to any one supplier to source the right B2B database tailored for your specific marketing campaign. We can also provide a direct contact for you to source the data yourself.
Yes we can, although we would always prefer to carry out data cleansing to ensure that it’s fully up-to-date and we are speaking to the right person. This will dramatically improve the effectiveness of your campaigns.
One of the great things about telemarketing is that it can be measured, so you can always calculate your ROI from the results that we achieve. We continually benchmark and monitor our activities to ensure you get the best results from our services. We believe that the benefits of working with Lingo will speak for themselves.
This is because telemarketing can reach a higher volume of people at a fraction of the cost of meeting with each of them face-to-face.
Any experienced marketer will tell you that no single marketing initiative can do the whole job effectively. The best results are achieved when telemarketing is integrated with other marketing activities such as Content Marketing, SEO Email Marketing, Direct Mail, PR or events. Telemarketing done in isolation is rarely as effective. See our Customer Journey
infographic as a summary of the tools best used at each stage and what telemarketing can contribute
No. Telemarketing is by no means a replacement of any company’s sales force. However, it can make it more cost effective by having sales people spend more time in front of customers rather than chasing them for appointments. Lingo will work with your organisation and bridge any gaps between your sales force and the prospect or your existing clients. This could mean passing “warmer leads” to a sales force, or carrying out a specific campaign relating to upselling to existing clients. You can use a team like ours to support areas not covered by your national field sales team (vacant territories for example). We work with a number of teams this way and advise you when an opportunity requires a face-to-face visit. Whatever the activity, Lingo liaises closely with your sales force to ensure that key messages and objectives are consistent and support other activities you are doing.
Telemarketing is a proven and effective way to reach new prospects and is becoming a popular asset in the B2B marketing mix. There is no better way of gathering relevant information to determine sales opportunities. In a recent independent B2B marketing survey, carried out by Kingpin, of 200 technology marketing practitioners, telemarketing was ranked the third most effective marketing channel for businesses, following closely behind online advertising and content marketing. The same survey also revealed that telemarketing was used by 66% of companies who were interviewed.