Telemarketing And The B2B Buyer Journey
There are a number of descriptions of the buyer’s journey, and they all generally involve the process by which prospective clients move from being strangers, look to discover information about products and services, move through the initial stages of information gathering and identifying possible solutions and providers, then to short-listing and decision making and finally to the buying decision and, hopefully, into an ongoing relationship.
Telemarketing can help in making sure your company and products are discovered during this journey and ensuring your business is included in the customer’s final decision making and selection process.
Not just effective for early-stage lead generation, business to business telemarketing has a key role to play in each of the stages of the journey and is an important part of the marketer’s toolkit for attracting, converting and nurturing new customers.
At the first stage of the buyer journey – awareness – B2B telemarketing and lead generation can play a critical and effective role when used with a carefully profiled and targeted prospect list, which could be from a purchased prospect list or a database of respondents to interest generated by other marketing activity such as advertising or exhibitions.
Telemarketing activity in response to enquiries, web contact forms, whitepaper or other content downloads can quickly and effectively uncover the potential ‘pain points’ for potential buyers and generate a valuable list of qualified sales leads.
During the second stage, involving information gathering and consideration, telemarketing can identify the key decision makers and their needs along with ascertaining budgets and timescales. Telemarketing can also be used at this stage for identifying suitability for direct sales visits and appointment setting if appropriate.
The final stage is where the buyer whittles down the list of options to a shortlist and then makes the final purchase decision. Telemarketing can be an extremely cost effective method for nurturing leads at this final stage and closing for the sales visit or directly taking the order. It also has a vital role in identifying any obstacles and objections that the prospect may have – these objections cannot be identified without the direct contact that telemarketing facilitates.
Telemarketing is an effective tool at every stage of the B2B buying journey in helping convert those strangers into your next customers.