Despite the rise of digital advertising and social media, telemarketing remains a popular form of direct marketing. Like other marketing mediums, telemarketing can be used for lead generation, database cleaning, and sales.
But telemarketing allows marketers to establish personal connections with prospects in a way that digital strategies often can’t. However, there are many people who don’t realise the true potential of this marketing channel.
A telemarketing call can be outbound, inbound, lead generation, or sales-related:
- Outbound telemarketing: making outbound sales calls to prospects and clients, also known as cold calls.
- Inbound telemarketing: these calls are considered warm because the customer is already acquainted with the business, usually as a result of finding them online or through a referral.
- Lead generation: these types of calls are aimed at gathering demographic and profile information about potential customers. Telemarketing is most effective when used to nurture rather than produce leads.
- Sale: this involves your sales team engaging in conversation with leads with the objective of securing a sale. Sales calls are usually second to lead generation or nurturing calls.
It has been proven that cold calling remains a particularly efficient method of generating sales, especially in the B2B sector. In Crunchbase’s study, 57% of C-level prospects preferred phone calls over other outreach methods.
Here are some reasons why many businesses still use telemarketing today:
Reduces operational costs
The cost of telemarketing is low compared to other marketing methods. In addition to promoting products and generating leads, it’s also used for conducting market research, updating customers, and performing other business functions. You can further reduce telemarketing costs by outsourcing to a professional telemarketing company, so you don’t need to employ full-time agents and invest in costly training, management and equipment.
Bypasses internet/social media noise
There is no denying that many of us receive a great deal of spam in our email inboxes. Over the past few years, the excessive level of email and social media ads have drawn complaints from the public. With online channels, even if your message gets noticed, you are still some distance from making direct contact. In order to connect with new customers, you have to rise above the noise. This means speaking directly with decision makers.
Telemarketing can be customised to fit your business
Telemarketing has benefits for every type and size of business due to its ability to be customised according to your industry and the types of prospects you are speaking to. It can open real conversations between a prospect and sales rep, allowing your telemarketers to change their approach in real-time, as they speak with a potential customer. Direct communication between businesses and their leads also allows them to hear pain points and offer their target audience a wider range of options.
Maintains marketing data
Keeping a database up-to-date is easy with telemarketing. To maintain a customer or prospect database, ask your team to confirm any changes every time they speak with them. Additionally, telemarketing is a powerful tool for conducting market research.
A phone call is an opportunity to learn more about:
- who makes buying decisions,
- what a buyer wants,
- company procurement processes, and
- what their business’s buying cycle looks like.
With this insight, you can tailor your marketing campaign to appeal to the individual prospect, resulting in more leads.
How can you make your telemarketing more effective in 2023?
- Integrate telemarketing and social selling
The success of a business’s marketing strategy often depends on its ability to reach its target audience. Social media marketing, telemarketing, and email marketing are all highly successful marketing strategies, that work well together. Using email addresses and social media platforms is an effective way to reach a large audience, and a quick, non-invasive way for them to get to know your brand. It is always easier to speak with customers who know your business. Further, a good pitch on social media and email makes it easier to close over the phone.
- Make a cold call warmer
With the above point, you can turn a cold call into a warm one. Because prospects feel somewhat connected with your business, your conversations won’t feel surprising. Make sure you have a reason to call, be confident and listen to them, and prospects should be more than happy to hear you out.
More Than Words Marketing’s telemarketing service provides outsourced B2B telemarketing campaigns to businesses seeking an advantage in the marketplace. Phone calls generate meaningful interactions with existing and prospective customers, encouraging people to learn more about your company. Contact us at 0330 010 8300 to discuss your B2B telemarketing needs.
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