5 Golden Rules for B2B Telemarketing Success

This article is lengthy but thorough on describing what to consider when implementing a B2B telemarketing strategy. Before jumping into a lead generation or lead qualification campaign look at these criteria to determine if you’ll be successful.

Before you go full throttle on your outbound telemarketing b2b campaign, here are 5 essential rules to follow. Depending on how well you use these tools will determine how successful your b2b telemarketing sales turn out.

 

Have Clear B2B Telemarketing Objectives

What is the end goal? Is it to gain more customers? Is it to increase the ROI?

 

Whatever the objective is, it must be clear, both macro and micro. You and your team, if you have one, need to know what each objective is leading up to the overall objective. It will give you all a direction and an understanding of the expectations to reach the goals.

 

For more insight on setting goals and defining the telemarketing campaign objective read: ‘What Makes a Telemarketing Campaign Successful?’

 

Align B2B Telemarketing With Your Marketing Strategy

The marketing strategy goes hand-in-hand with the b2b outbound telemarketing strategies. Not only does the sales team need to know what platform/methods are best for selling, but the marketing team also needs to know what the goals are for the products or services. Having constant communication with the marketing team will help both teams align their strategies to work cohesively.

 

Use Valid KPIs

Implement the right KPIs, such as:

 

Dials/Hours

Lead or Sales/Hour

$ in Sales/Hour

Conversion Ratio (-Bad Sales)

% Good (vs. Bad) Leads os Sales

Not Interested/Hour

Bad Numbers/Hour

Pending/Hour

In our article ‘3 Focus Areas to Ensure B2B Telemarketing Success’ we discuss why using KPIs is helpful to improve your overall success AND overall ROI.

 

Build a Solid B2B Telemarketing Database

Invest some time and resources in building a solid database for your sales representatives. Your sales team will have a better selection for leads and that will be able to narrow down the leads who are ready to purchase from ones who need more time. Having a reliable database will ultimately determine the value of the data to your sales reps.

 

Retest Your B2B Telemarketing Strategy

Test, retest, and analyze the success rate of your telemarketing strategies to find the best ones. With every campaign comes a new learning curve and a chance to improve! Your campaign will never be perfect, BUT with careful tracking of data, analyzing of reports, and comparing campaigns, you will be able to gather information on how to do even better in your next one.

 

Avoid The Common B2B Telemarketing Pitfalls

The better you understand the pitfalls of b2b telemarketing, the better you will be in avoiding them! Listed below are four pitfalls that are all too common in telemarketing, however, we didn’t leave it at just that. Of course, we have also given solutions.

 

Good Data, Bad Data

When executing a B2B telemarketing campaign, make sure you have accurate database research of your target audience. If you do not have the resources required to generate an accurate database of prospective customers, you can always procure the services of a reputable phone data provider.

 

We recommend you research your database using these critical areas:

 

The Target Market

Data Quality

Market Selection

Competitor Analysis

Data Composition

Job Role

Referral Opportunities

Value Proposition

Keep It Calm and Dial On

Telemarketing b2b campaigns often require some time to pick up the pace. Moreover, you need to give time to unavailable numbers, re-directions, and call backs. Also, the sales personnel, if new to the trade, will need time to become experts in engaging and converting prospective customers.

 

The benefits of an automated dialer are endless. With all the time it saves you, you or your sales team will have your valuable time back, so you can call back, redirect, etc, without worrying about wasting time.

 

Remember the Law of Averages

On average, it takes about 80 calls to generate a lead for a B2B initiative. This value, however, varies depending upon the proposition, market segment, product or service value, and target audience. Knowing the stats on b2b telemarketing, keep encouraged and persistent so you can build those relationships and make the sales!

 

Train and Engage Your Telemarketing Team

The proficiency of your sales team plays a pivotal role in deciding the outcomes of your telemarketing for b2b. The more relevant and convincing they are, the better will be the yield from their efforts. Therefore, make sure that every sales rep you employ receives intensive training.

 

According to Gallup, 63% of employees are “not engaged.” That is a shockingly high number and this statistic is likely to affect your company as well. Take a look at some of the employee engagement tactics we have found to be effective.

 

Improve Your B2B Telemarketing Efforts

Although digital marketing is relatively inexpensive, it may not produce the same results as other direct-to-customer methods such as telemarketing, especially in B2B arenas. That is the reason why despite the development of countless new avenues for client acquisition, a large number of B2B telemarketing companies continue to employ this age-old strategy of driving conversions.

 

However, to make the most of the option, you need high-quality b2b telemarketing lists and a team of skilled sales representatives equipped with all they may need to guide your prospects to the end of the conversion funnel.

 

Get started on the 5 Golden Rules by getting a B2B telemarketing list!

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