Integrating telemarketing into your marketing mix
With the rising preference for digital media, telemarketing seems to many a thing of the past. But did you know that telemarketing can be one of the most fruitful forms of marketing a company who sells in the B2B space can use to generate leads and close sales?
When combined with direct and email marketing campaigns, telemarketing has incredible potential to generate and maintain awareness of your business among potential clients. After all, it’s easy to ignore what appears to be junk mail. Or if the recipients have doubts about the products or services offered, it’s unlikely they’ll reach out to your company to clarify them. With telemarketing, two people are engaged directly with one another; the telemarketer can sense doubt or hesitation in the prospect’s voice and assuage his reservations. Even if you don’t close a sale or gain a new customer on the first call, telemarketing provides a much better avenue for assessing the likelihood of these prospects becoming clients in the future. Because you get an immediate response from this captive audience, it’s easy to adapt strategy to make the campaign most effective for your business. In the process, you may even stumble upon golden opportunities for your company that you didn’t know about or hadn’t considered. Perhaps most importantly, it keeps your business top-of-mind with these potential clients—they’re much more likely to remember a company that reached out and interacted with them directly than one that sent just another email blast to clog their inbox.
The key to a successful telemarketing campaign is generating a promising list. A well-tailored list can refine leads and make the most of your time and resources, and has the potential to increase revenue. When a telemarketer aids a salesperson in engaging the right prospect, the revenue from the sale can increase from 50% to 150%, according to a Gartner study.
If you’d like to start a telemarketing campaign but don’t know where to begin, there are companies that specialize in telemarketing to which you can outsource your campaign for maximum efficacy. At Response Point, we’ve been excelling at telemarketing for over sixteen years. Check out our case study on how in the past we’ve used telemarketing to produce twice the average sale for one of our clients.
