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How Can B2B Telemarketing Lead Source Make or Break Your Company?
B2B telemarketing is an essential process for any firm to get business partnerships. It is the first point of contact to introduce your service to others. However, setting up your telemarketing is not a one-and-done procedure. It would be best if you considered several things before even starting to make outbound calls.
For starters, you need to identify where your leads are coming from. We know that there is no such thing as a general approach when it comes to B2B telemarketing campaigns. You must specify the leaders you want to focus on to save time and money. Going for generic tips will cause you more harm than benefits.
For example, you don’t want to offer automotive products to people with no interest in cars. It will just be a lost cause on your part and a wasted opportunity to look for better leads. That is why it is essential to determine which lead source works for you.
Determining the best lead source for your B2B telemarketing also gives you more control over your budget. It allows you to maneuver your marketing fund. You can direct it to the most effective telemarketing program.
With this in mind, let us look at some of the most common lead sources. We will also discuss how effective it is for your marketing strategy.
Social Media
Social media is the most popular lead source used by businesses. 97% of telemarketers use social media to advertise their products. Many people are more active in social media than any other communication platform. Meaning it is easier to connect with them and introduce your product.
Furthermore, businesses are also looking for recommendations in social media. It is easier to access any comments about your brand, and they can also leave their suggestions. You can also target specific audiences that might be interested in your product.
However, easy engagement can be a disadvantage for businesses as well. This applies mainly to start-up businesses. It is easier to tarnish your branding when people comment negatively about your product. Social media is also heavily dependent on ads, a setback for small companies.
Before using this as your primary lead source, you must look for another platform unless you’re ready to spend tons of money on advertisements.
Email Marketing
Some suggest email marketing is not that powerful because of social media presence. But, you can utilize the advantages of email if you know how to manage the content of your messages. After all, 92% of internet users have their email accounts. This is much higher than 83.36% of internet users with social media accounts.
Furthermore, email marketing is more efficient compared to social media. People will proactively subscribe to your email newsletter if interested in your product. It is easier to create marketing campaigns about brand loyalty. Meanwhile, in social media, you still need to target a particular audience, and it’s not a guarantee that you will reach everyone.
Here are some of the campaigns you can do for email newsletters:
- Commercial – a great way to increase impulsive buying behavior from prospects by announcing promotions and new products.
- Loyalty – aims to promote your product to your existing customers, generating more sales.
- Informational – The goal is to introduce your product to new customers to get more prospective clients.
- Location – it includes all the information about your physical so they can check your products.
There are a lot of strategies that you can use in email telemarketing. Besides that, it is more personalized and formal, which is excellent for B2B transactions.
However, too much usage of email newsletters can cause you a lot of trouble. 78% of recipients canceled their email subscriptions after receiving too many company newsletters. So, it is critical to minimize your emails and only include necessary details like information about your service.
Cold Calling List
Cold calling B2B telemarketing is one of the best strategies to gain more leads for your company. Unlike other marketing campaigns, it puts you in direct contact with your customer. Talking directly to your customer is essential as you can have a more flexible pitching strategy. There is a higher chance that your recipient can get the message than just sending them emails.
However, cold calling also has disadvantages. For example, you might not be able to talk to the “decision-makers” in the company if you call their company hotline. It is hard to pitch something to secretaries, and business owners will only have third-hand information from them.
Another downside is cold calling may consume a lot of time for prospective customers. We know that everyone is busy with their lives. Therefore, they don’t want to spend too much time listening to your service on the phone. It’s a good thing there are remedies for these problems, like creating a script.
A great script will allow you to maximize the phone time. You can give all the information and control the conversation simultaneously. Additionally, you can create scripts whenever a secretary answers the phone call for their boss. Just tell them how important it is to talk to the owner. Maybe you put a hand to just set a schedule with their boss instead of talking to them.
Cold calling B2B telemarketing is an effective way to generate leads. It will surely bring you more benefits if you know how to use it properly.
Whitepaper and eBook
Whitepapers and eBooks consist of in-depth information about your product. It is perfect to elaborate your service in a clear and concise voice. The goal of this strategy is to solve business problems using your product. At the same time, it strengthens the reliability of your service as you provide facts and company accolades.
This strategy is not about setting trends or creating buzz about your product. You must consider other lead sources if you wish to gain more popularity. Whitepapers and eBooks are about being efficient and stating all the necessary details. You will get more B2B clients if you have excellent content in your papers.
For it to happen, you need to follow this guideline on how to make your whitepaper and eBooks enjoyable:
- DO NOT promote your product – this might be counter-intuitive, but listen to this: B2B transaction is about convincing them that you can solve their problems. So, the point here is not to sell but to provide the benefits of using your product. They will realize your importance and will eventually buy your product.
- Have a WELL-RESEARCHED content – B2B transactions are about facts and evidence. Thus, it would be best to have good references for your claims to have credibility.
- Use an appropriate layout – make your content eye candy. Reading your whitepaper and eBooks is easier if the contents are accessible. Make your introduction short and simple, as it will help catch the reader’s attention.
Whitepaper and eBooks lead sources are practical tools for B2B telemarketing. All you need to do is to plan it properly and create a logical marketing approach.
Referrals
This is one of the most overlooked lead sources available. Referral lead sources require no financial investment. Yet, it brings in a precious number of warm leads. B2B telemarketing should use this method more often than other telemarketing campaigns.
However, not everyone knows how to maximize getting leads from referrals. There are two types of referrals that you can get. First is referral within the same industry. When they refer you to the same industry, they have the same problem. This allows you to use the same strategy in closing the prior prospects.
The second is a referral to a customer’s friend. This seems to be more of a B2C transaction; however, the friend might be working for another company, which can lead to another B2B deal if they refer you to their managers, too. That’s why it is essential to get as many referrals as possible.
78% of telemarketers said that referrals give them tons of excellent leads. It’s a high number, considering that all they need to do is ask their customers for someone they know who could use their service.
So, how can you maximize the use of referrals? First, you should proactively ask your customers for it. They will not voluntarily tell you referrals unless you ask them to. Also, you should include a referral template in your email. Make it easy for your customers to forward your message to others. Let them know they are helping you a lot in getting more prospective clients.
Referrals should be part of your standard operating procedure. Once you master this, you can see tremendous improvement in lead generation. On top of that, you’ll build a better customer relationship that you can use for a brand loyalty campaign.
Webinar
Webinar marketing involves doing an online seminar to promote your product. This lead source is an effective way to provide information about your product to a broader audience. Besides that, you can do it for free, which adds more value to the webinars since you can get high-quality leads without spending a single penny.
Webinars are an improved version of whitepaper and eBooks. It usually has a question-and-answer portion at the end. This is a perfect way to connect with interested participants. Most people can get the essence faster than just reading it.
According to ReadyTalk, you can convert almost 40% of webinar attendees. That is a lot of B2B transactions if you can convert all of them to customers. On top of that, there are already 5% of attendees who will buy something after the webinar. It means there is a guaranteed result when you do webinar marketing.
Be as it may, creating an exciting topic for a webinar series is hard. That’s why many businesses are not using this often. In conceptualizing issues, you must ask your existing consumers what topic they want you to discuss.
You can check your social media for recommendations, too. Besides that, you can go back to your previous webinars and check some exciting questions. You can elaborate on these questions and use them as a webinar topic.
Why You Should Consider Outbound Telemarketing Services As Your Main Lead Source?
There are a lot of ways to get your B2B leads. So, it might be unclear to choose which is the proper method for your business. It is risky as you don’t want to make a mistake investing your money in a marketing campaign. But among these lead sources, we’d say the most effective is making cold-calling lists.
We already mentioned that this is the only lead source where you can directly talk to prospects. Sure, there are webinars where you can interact with viewers through Q&A. However, it is not as intimate as talking with them over the phone. You can explicitly relay all the messages you want to forward to your customer.
Phone conversation is also more personalized compared to other lead sources. Depending on their preference, you can chat formally or informally with your prospect. The result is also much faster as you can have the answer immediately after your conversation. If not, you can set another schedule to provide further information about your service.
Lead Generation Telesales: Next Step After Qualifying Leads
You must review your telesales strategy after successfully connecting with your prospect using lead sources. As mentioned, lead generation B2B telemarketing aims to introduce your product or service. Whereas in telesales, you need to persuade them to buy it. Here is a comparison of telemarketing and telesales goals:
| Telemarketing | Telesales |
| Provide information to customers about the company | Convert leads into sales using data from telemarketing |
| Qualify and identify potential sales lead | Process customers’ orders |
| Promoting new offers to existing customers | Convert difficult leads into customers |
| Converting inquiries into sales opportunities | After-sales support |
The common ground for these two functions is both can generate leads. They can do cold calling to prospect clients from the lead sources.
B2B Telemarketing Services Available in the Philippines
The Philippines is home to many BPO companies specializing in outbound call centers. However, most of them are focused on large companies and Fortune 500. Usually, they have a minimum required number of people to work for your company. Very few are doing partnerships with SMEs.
If you are an SME looking to outsource your telemarketing service, go to Magellan Solutions. We have 17+ years of BPO experience with more than 100 clients worldwide.
Here are some outbound telemarketing services that we have:
Our Business Developers can help you set up your key performance indicators (KPI). KPIs will guide you and monitor the progress of your business with us.
We also offer guaranteed flexible pricing options based. Magellan Solutions understands that start-up businesses have limited funds for outsourcing services.
Our security is also world-class because of different standard certifications. Magellan Solutions also has an ISO/IEC 27001:2013 Certification. It ensures your company’s sensitive data is safe in our system. Our expert team provides security measures against phishing and data breaches.
Contact us today and get a free 60-minute business consultation. Please fill out the contact form below.
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