This article supports my bias that cold calling is not dead and is a very effective tool to use in B2B marketing strategies. B2B telemarketing is just not cold calling though it is a great way to qualify leads, do customer outreach and promote events.
It’s an efficient lead generation tactic for B2B businesses.
Despite the increased adoption of digital communication channels, a significant portion of B2B sales is still happening over the phone. According to the stats published by Crunchbase, organizations that don’t cold call experienced 42% less growth than those who used the tactic. Here are some more impressive B2B cold calling stats proving the efficiency of using this marketing tactic in the B2B environment:
- 57% of B2B C-level executives prefer to be contacted by phone. (Rain Group)
- 49% of buyers prefer initial contact via a cold call. (Rain Group)
- 82% of buyers accept meetings with sellers who proactively reach out. (Rain Group)
- 55% of high-growth companies identified cold calling as one of their key strategies. (Chorus)
It’s easier to sell complex products over the phone.
If you have a complicated SaaS product with tons of features and a steep learning curve, it might be hard to pack a vast amount of information about your offering into a single email or even a series of emails. Moreover, according to the stats from Gartner, only 23.9% of sales emails are opened, which means the majority of your emails might never get read by your prospects. B2B telemarketing enables you to reach your target audience directly over the phone, answer their questions in real time, clarify information that is unclear, and adjust your explanations based on the prospect’s level of understanding and specific needs.
It allows you to move leads faster through the sales cycle.
B2B telemarketing allows you to develop a connection with prospects and bring that human touch to your interactions that wouldn’t be possible through email marketing. It helps you build rapport, trust, and credibility, enabling you to move your prospects faster through the sales cycle. This is because prospects are much more likely to trust a person they talk to rather than just information in a cold email. And what’s more, by demonstrating your deep expertise, industry knowledge, and understanding of your prospects’ challenges, you can build even better credibility with potential clients and speed up their decision making.
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