Telemarketing services, if carried out competently, have proven time and time again to deliver successful results for many b2b lead generation initiatives. Much has been written recently about the benefits of marketing automation for creating and generating demand and techniques like lead scoring, lead nurturing, and qualifying “sale-ready” leads. All of these are hot topics in the field of B2B marketing today and demonstrate significant advances for B2B revenue-focused marketers in their desire to engage and attract the right quality of leads that they can drive. sales success.
But much of the fundamental analysis required to qualify leads as ready to move on to sales cannot be done with marketing automation techniques alone. These tools are second to none when it comes to tracking the “digital footprints” left behind by potential new customers and can help answer questions like: What web pages did they visit? What technical documents did you download? What email links did they click? And how recently did they do such an activity? However, this information alone does not always support where potential buyers are in their buying journey and suggesting that it does is potentially misleading. More importantly, it does not in itself help companies gain a more detailed and granular understanding of the prospect landscape and how a sales organization can potentially help.
Telemarketing services have an important role to play in terms of accurately qualifying potential leads, identifying broader stakeholders as part of the buying decision-making process who may not even have known about it but are nonetheless They are important, as well as provide valuable insight into specific details of the organization that can mean the difference between a sales deal or a missed opportunity.
Additionally, using telemarketing also helps to engage with potential customers early in their buying journey. This is particularly important for companies that realize they are engaging in a dialogue too late, when the buying decision may have already been made in a meaningful way. influenced by a competitor.
Even in this modern, metrics-driven, digital world, nothing beats the ability to have a meaningful two-way conversation – uncovering active pain and also presenting early credentials for how an organization can help.
Those companies that understand the concept of integrated marketing already understand the fundamental principles of this approach, and marketers also understand that yesterday’s successful campaign is not guaranteed to work in the future. As such, it’s important to balance the types of approaches you use to reach and engage with your audience, as well as having the right balance between inbound and outbound marketing initiatives.