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Telemarketing is no longer about the number of calls made from an exhaustive business database. What currently works in telemarketing is personalization, connecting to customers through various touch points relevantly and segmenting lists to enable targeted marketing Going beyond call volumes The success of converting prospects to customers no longer depends on the number of telemarketing calls. Measuring call volume is only related to managing increasing costs. A personalized approach is what works today and telemarketers need to have relevant information about prospects to create a better connection. Getting in touch with exclusive business profiles will be productive only if you have background information about their roles, expectations and pain points. Warming leads versus cold calling Direct cold calling is a traditional approach that seems to have faded. Marketers need to use new marketing channels such as social media to ‘warm up’ leads and build a connection before making that call. Once a basic connection is made, the prospect can be given a follow-up call to take the relationship to the next level. The size of the company database doesn’t matter Owning a huge business database is of no use if the leads are not relevant. In order to increase conversion rates, the list needs to be segmented to facilitate targeted communication. The three most important attributes of a robust database is currency, relevancy and accuracy. Telemarketing is more effective when it is considered as a part of the overall marketing plan more than as a standalone process. Telemarketing Tactics Begin With Warm Conversations Than Cold Calls Cold calling is an obsolete telemarketing tactic. Instead of mass calling using an outdated business database, get your list up to date with data intelligence through inbound marketing strategies. With lead scoring technologies and inbound marketing techniques: You gain detailed information about new customers and prospects. You gain a deep perspective and advanced behavioral analytics of your customers and their journey from the first touch-point to the final sale. You gain insights into the expectations of your prospects and how you can relate, connect and engage them. You can segment business profiles based on their personas, industries to facilitate a targeted communication. By using lead scoring and inbound marketing, data intelligence provides a chance to marketers and sales representatives to warm prospects and new customers faster. Include Telemarketing in Your Overall Marketing Plan Your overall marketing plan should revolve around all marketing activities. Telemarketing is more of a complementary marketing tactic than a subsidiary of a marketing plan. By integrating marketing processes you can increase the size of deals and profitable sales cycles by pursuing qualified leads. For example, you can use social media to connect with prospects to begin a conversation, instead of making cold calls from an obsolete company database. In this way you can engage your potential customers through various touch points. Sales Spiel Are History Telemarketers need to stop using a script and indulging in ‘unreal’ conversations. Before making a call to a prospect, marketers need to research on details about the prospect to create a meaningful conversation. Sales talk is something customers do not believe or support anymore, what they relate to more is a conversation that focuses on their expectations, pain points and preferences. In order yield higher returns, telemarketing needs to be integrated with other marketing activities. Rather than focusing only on your sales process, you could use inbound marketing strategies to observe your customer’s buying cycle. By utilizing a segment business database, you can nurture leads and boost your telemarketing ROI with qualified leads.
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