B2B Telemarketing Works (Here’s Why)
August 2, 2018
Why Telemarketing is One of the Most Effective B2B Lead Generation Methods
At a time when digital marketing budgets are exploding, it’s important not to forget about one of the oldest (and most effective) ways of generating B2B leads—telemarketing. After all, there’s a reason almost 90% of marketing managers in Fortune 500 companies say telemarketing is effective for generating leads and customer outreach: it works.
Why does B2B telemarketing work? And what are the benefits of a B2B calling campaign?
B2B Telemarketing is Conversational Marketing
According to Murray Goodman, CEO of Intelemark, the most critical element of B2B sales is the conversation. “In a B2B sale of any size,” he says, “people are ultimately going to have a conversation before a sale is consummated. Telemarketing gives vendors the opportunity to showcase their brand with a high-quality introduction from a real person instead of an email meant for mass distribution.”
Your prospects’ business decisions are influenced by emotional and social factors as well as the obvious limitations and concerns about need, timeliness, price and value. The goal of any sales and marketing effort, then, is to build a relationship with potential buyers so you can understand their needs and how best to position your product or service as the solution to their critical business issues. That’s why telemarketing is so effective—it’s all about making that connection.
The best B2B telemarketers know how to guide a conversation so a prospect feels comfortable sharing details about their needs, challenges and concerns. They also know how to respond in such a way that steers the conversation toward solving the prospect’s critical business issue. That’s why maturity matters, and why experienced B2B calling agents make all the difference in the success of a telemarketing campaign.
B2B Telemarketing Delivers the Right Leads
According to a recent survey, increasing quality of leads is the top priority for . At the same time, this is one of the most difficult activities for salespeople: 43% of salespeople report struggling most with prospecting, according to HubSpot’s 2017 State of Inbound report. B2B telemarketing campaigns can help.
Not only is B2B telemarketing a great way to fill your sales pipeline with top-of-funnel leads, but the leads generated through an outbound calling campaign are typically much “warmer” than leads from other outsourced efforts. That’s because quality B2B calling agents make sure prospects are qualified and ready to speak with a salesperson before passing them along. That’s why Intelemark’s clients on average see a 40% increase in qualified lead generation and a 30-70% increase in top-of-sales pipeline activity.
B2B Telemarketing Helps Improve Your Messaging
Another reason B2B telemarketing campaigns pay off is because they provide valuable insights that would be difficult (if not impossible) to gather otherwise. Experienced agents are able to decipher how your target customers are thinking and feeling about your brand, your offering and your value proposition. Poor conversions? Lack of interest? You know that something isn’t resonating with prospects, and that’s as good a starting point as any to figure out how to improve your messaging.
That’s where Intelemark can help.
Our calling agents provide valuable feedback about how your message resonates with real B2B buyers and decision-makers. These insights can be extremely helpful, since they reflect the thoughts and opinions of the kinds of buyers who are most likely to be your customers. We’ll then use this information to help improve your messaging so prospects feel that we are speaking the language they want to hear. That’s the Intelemark difference, and it’s one of the ways we give our clients a competitive edge.
We are known as The Business Connection Company. Find out what kind of connections we can make for you. To learn more about our B2B telemarketing services, or to schedule a test campaign, contact us online or call 602-943-7111.