Why your B2B lead generation strategy can still benefit from cold calling

Here’s a dirty little secret. We get numerous inquiries from digital marketing agencies to make B2B telemarketing calls. We cold call their prospects, qualify the leads and when appropriate set appointments. The result is the agencies get qualified leads to add to their sales funnel to convert later and find prospects with immediate needs. This article outlines why B2B lead generation through cold calling is still a very viable option.

There is still very much a place for the cold call in your B2B lead generation process. Here are just some of the benefits it offers.

● Instant communication

It may be difficult to get an answer, but once you do, the communication is instant. Having a conversation with a key decision maker is your end goal — so if you can get there fast, you’re winning! The downside, however, is just how easy it is to get cut-off. Decision makers are busy, and if they’re not familiar with your brand, they may be keen to get off the phone fast. That’s why nurturing leads with content and brand awareness first can truly work in your favor.

● Simple to implement

Content marketing, social media strategy and software implementation all require budget, time and resources. A cold call usually consists of an existing sales script and acquiring quality data. That’s not to say it’s easy — there is a true art to conducting the ultimate sales call! But if you have limitations, the cold call is an option for you.

● Feedback, fast

Two-way conversation has its perks — sometimes even just a quick chat can reveal pain points and business requirements. Develop customer relationships, enhance customer experience, and position yourself as an expert by providing advice, knowledge and expert opinion.

● Boomers still see value in a phone call

While millennials tend to steer clear of phone calls altogether, baby boomers are often happy to be contacted by telephone. This is where your research comes into play — a boomer decision maker may be thrilled to hear from you over the phone, compared to alternative communications.

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