Why B2B Telemarketing is More Important Than Ever
With all the different types of marketing methods available today, it may come as a surprise to many B2B marketers that telemarketing is still one of the most effective. But what is the key to successful telemarketing in 2021? Making it a part of a holistic approach to marketing a company.
If you are a B2B company wondering if telemarketing is worth the investment, the answer is yes. However, in order for it to be as impactful as possible, you need the following:
- A well-trained calling team. Whether you have an internal team or outsource, the professionals making your calls must be well trained and able to hold a high-level discussion with a decision-maker without relying on a script. Callers also must have the ability to connect with the prospect in a one-on-one conversation and react to the cues the person on the other end of the phone is giving off. This means knowing when to push and when to back off.
- An understanding of buyer personas. Knowing buyer personas allows for the creation of tailored pitches that speak directly to your audience. Further, understanding their roles within the organization can help pinpoint the specific challenges they face – and that your company can solve. Additionally, the better you know your target audience, the easier it is to convince them of your value proposition.
- A well-rounded nurture program. One cold call won’t do a lot of good. Instead, several calls will be necessary to make an impact (and ultimately a sale), along with strategies such as personalized emails and quality content. Ultimately, this combination of telemarketing, social selling, and email marketing will ensure that your message is heard.
Telemarketing works if it is done correctly. This means it is part of an overall relationship-building program that includes online and offline efforts. Telemarketing is essential to maintain a personal touch in an age when human interaction is the exception rather than the rule – especially in terms of doing business.
Finally, keep in mind that telemarketing has evolved over the years. It is no longer about simply making calls and trying to sell products. Today, it is about creating brand awareness, obtaining customer feedback, enhancing the customer experience, inspiring engagement, and encouraging customer loyalty. And it is for these very reasons that telemarketing will continue to have a significant place in B2B marketing far into the future.