How Effective Is B2B Telemarketing?

With new types of marketing techniques emerging the major question that is being asked is which the most effective type.

Social media, search engine optimization, and content marketing are the shiny new methods of marketing that may have their own place in terms of marketing and brand awareness but B2B telemarketing still proves to be the most effective in terms of gaining new customers. You may be thinking about how annoyed you get when you have to deal with the telemarketers who call you most often at the wrong time. But here the focus is on B2B telemarketing and not B2C.

B2B telemarketing is targeted and much more professional which makes it easier for them to be welcomed as compared to the random calls that seem robotic as they read out from a script. Although B2B telemarketing may rank 3^rd in terms of effectiveness it is surprising how many companies are on the lookout for more effective methods of marketing. This may be due to the fact that B2C telemarketing has a bad reputation. B2B telemarketing may also seem to be more expensive as compared to social media marketing owing to the fact that the only cost would be the amount of time that you spend sending out the tweet or the Facebook post. But as compared to B2B telemarketing they are far less effective.

Cost Comparison

Most companies do not really mind paying the extra amount as long as they are able to get a return higher than what they spent. Research has shown that there is a 1000% ROI on telemarketing. This means that for every dollar that you spend you will get a return of $11, this number is pretty exciting to most marketers and that is the reason why most companies still focus on telemarketing as a main marketing strategy.

Uses of Telemarketing

The best feature of telemarketing is the versatility of it. The four most effective uses telemarketing is

·         For the generation of leads

·         To make appointments

·         To nurture leads

·         Data Cleansing

Although B2B telemarketing seems to be very effective on its own it is found that when it is used in conjecture with email marketing it can be much more effective. Email marketing, on the other hand, is more useful only if the content that you are sending out is of good quality and that is helpful to the potential customer. Marketing is all about coming up with the best possible mix of the services that will be most useful for your company.

Effective Telemarketing

Not all B2B telemarketing is the same and can have the same effect. For example, if you do not have a telemarketing team then the leads that your marketing team came back with from the tradeshow goes directly to the sales team. Sales do not usually have the manpower or the time to follow up with all of the leads which may mean that the time and money that you had invested in the trade show may just have been a waste. Therefore they probably put an intern onto making the calls and following up with the potential clients, thus resulting in an impromptu telemarketing team. But there can be many points that could work against your marketing intern which could again result in a shortage of leads. This can be due to the fact that they just don’t like making calls, they are not even trained for effective telemarketing. This can cause the company to come to the conclusion that telemarketing is not for them but on the other hand they have just learned how not to do telemarketing.

The most effective telemarketing can be done by employees who are trained to be business developmental agents who like talking on the phone and who are able to develop and nurture relationships over the phone and also help others with their problems. Outsourcing companies that provide B2B telemarketing services have effective employees that are trained in the best practices, they have a good system that is developed to their advantage and they are also comfortable in their workplace. Thus, making outsourcing of B2B telemarketing a great option for those companies who do not have the right manpower for it. Outsourcing of your B2B telemarketing may also prove to be more cost-effective as well as give you better returns.