Business to Business Telemarketing - Have you considered it? 
Telemarketing is all about marketing goods and services through telephone calls.
These calls made to potential customers or clients are typically unsolicited. In
a B2B or business to business scenario, calls are made by one business to another
for a commercial transaction.
Telephone calls are used as a channel in business to business telemarketing either
to sell a product or service or to build rapport with the other company. This service
can also be utilised for either lead generation, event telemarketing, customer profiling
or just for a follow-up to a business email.
In B2B telemarketing,
businesses can easily find and filter out people whom they want to have as customers.
By making calls, they can also raise awareness about their brands and build credibility
among existing as well as future clients. With effective business to business telemarketing,
companies not only get to explore new opportunities in the market but also get to
create relevant dialogs with their existing partners. All this helps in business
growth to a great extent.
Telemarketing as a marketing channel
Telemarketing is one service that a business cannot survive without. This is especially
needed when a market is highly competitive. From maintaining profitability to providing
an influx of quality leads, there is a lot that this service has to offer. With
the help of targeted telemarketing campaigns, high volumes of quality prospects
can be obtained. However, an experienced team will be required for the same. This
is the reason why many companies choose to outsource this requirement to an independent
telemarketing firm. By employing the services of an expert team, businesses can
boost their performance to a great extent.
Here are some of the factors that you can consider when launching a B2B telemarketing
The first and most important thing to do is to set your goals. There are several
ways in which telemarketing services can be used by a business. For instance, a
company can use it for generating leads for the sales team or for supporting other
marketing campaigns. So find a goal that will work best for your company and design
the telemarketing campaign around it.
Then comes the forecasting and budgeting. You need to make an estimate of the call
volume and also think of the hours of operation and fluctuations in call volume.
On the basis of call volume, you will get to decide the headcount, phone systems,
software and office space that you will be needing. These requirements will help
you in deciding if you should handle it in-house or outsource B2B telemarketing
services to a third party. If you want to handle this task in-house, then you will
have to set aside a budget for everything, including the software licenses, management,
bonuses and headcount.
Development of a good script is mandatory if you want your B2B telemarketing campaign to be a success.
You will need telemarketers who are experts at capturing attention, building value
and closing the call on a positive note. If the campaign is being handled in-house,
make sure that the script being developed is simple, conversational and focused
on the end goals. Don’t forget to get feedback from the team when the script is
Then comes the step of training and coaching the telemarketers that you have hired
in-house. It is important to guide the telemarketers through calls so that they
can improve their performance.
Make sure that you are getting the reports and use the reports to evaluate the progress
consistently. This will help in improving your campaign to a great extent.
B2B telemarketing is often not utilised well in the business to business marketing
plans. Since everything boils down to execution, it is very important to have a
team of experts handle this task.
The main purpose of business to business telemarketing is to generate interest,
build strong relations with other companies, encourage additional contacts and so
on. In this scenario, calls are made directly to the decision makers in the potential
At times, B2B telemarketing services are also used for gathering information from
clients or potential clients so that the company’s procedures and processes can
It is important to remember that good results from B2B telemarketing will take time.
According to a survey, it takes at least an average of 80 calls for developing a
new opportunity. Depending on the sector, success rates vary to a great extent.
So business owners should analyse their own telemarketing team’s call conversion
rates for setting future goals and managing expectations.
Being successful at B2B telemarketing
Here are some of the essential rules that you can follow before you start going full
throttle on the campaign:
You need to be extra clear about the objectives of your campaign on a macro as well
micro level. Only when you are clear about what you want, you will be able to obtain
the desired results.
The telemarketing process needs to become a part of your overall marketing strategy.
It needs to be present in the marketing mix so that its benefits can be reaped accordingly.
You cannot achieve success with your B2B telemarketing campaign if you are not implementing
the right KPIs such as opportunities per day, calls per day and so on.
Make sure your sales representatives have a solid database ready to use. It is important
that you are investing time and resources into building this database for them.
Having an accurate database of target audiences is very important if you are executing
a B2B telemarketing campaign.
Lastly, the success rate of your telemarketing strategies needs to be tested, retested
and analysed in order to find the best ones.
Patience is the key to success in telemarketing. If you are not patient, you will
not get results. It takes time to engage and convert prospective customers, so you
cannot expect results within days. Also, make sure you are researching and comparing
two to three service providers before hiring one for your business.
There are several companies in the market struggling to make ends meet. With the
economies changing, it has become necessary for small as well as large businesses
to adapt to the market changes in order to make more sales and survive in business.
Telemarketing continues to be one of the most cost-effective methods of marketing
that businesses are investing in. It is helping them keep their sales pipeline full.
Many companies are choosing to outsource this service to a telemarketing agency in
order to save time and money. By hiring a reliable third party, they are taking
advantage of their expertise and experience and getting desired results.
Wondering how to evaluate a telemarketing agency for your business? Let us first
understand how telemarketing benefits businesses:
Telemarketing is an effective way to get word of your business out quickly. You can
do this and more at a low cost. Compared to other marketing methods such as print
and electronic advertising and website advertising, telemarketing is cheaper for
In order to expand your business to new markets, telemarketing can be of great help
to you. It helps in creating a lot of new opportunities and finding new customers.
Through telemarketing, you can also keep the customers interested in new offers
and services. With each telemarketing call, you can also get instant feedback on
what your potential customers are saying.
Your customers will be able to ask questions directly to the telemarketers and get
an immediate response rather than having to wait for a reply to the email. Telemarketing
and telesales companies also help businesses in keeping a better track of their
So if you have decided to hire a telemarketing agency, you will be one step closer
to setting appointments and building relationships with clients/customers.
But is it easy to choose a telemarketing company? The answer is no. You need to make
some effort, research and compare at least two to three service providers in order
to find one that you can trust with your brand. Remember that your prospects or
potential customers are going to associate the telemarketers with your company.
They will probably assume that the telemarketers are a part of your company, so
make sure you have hired an expert team.
It is very important to evaluate a telemarketing company before signing a contract
with them. This is important because you will be handling a lot of power to the
firm. Unless you don’t trust them, it will become difficult to work with them. So
due diligence is necessary if you want to choose the best service provider for your
Here are some of the factors that you need to consider when evaluating a shortlisted
It is important that you are getting some references when hiring a telemarketing
firm because you wouldn’t want to take the risk of hiring a contractor you picked
from a phone book. You can talk to your colleagues and ask for references. If they
were satisfied with the results, then you can call those references.
When evaluating a telemarketing firm, it is necessary that you ask questions and
get clear answers. Remember that the telemarketing firm will be working for you
so don’t hesitate in asking them questions. Ask them about their experience, their
team, clients they have worked for, their work process and so on. Ask them how they
will be handling your project, who will be managing the projects and so on.
Third important method of evaluating a telemarketing company is to define clear goals.
It is necessary that you and your service provider are aware of what success will
look like. You would want to ensure a good return on your investment and this can’t
be evaluated if you don’t know what you will be getting out of it.
For your sales team, outbound telemarketing can be an extremely valuable tool. If
you are hiring a professional team for bringing in quality leads, then it will give
your sales team enough time to focus on their core competencies. So make sure that
you are choosing and evaluating the right service provider.
How to assess the success of your telemarketing campaign?
Be it B2C or B2B telemarketing
company, it is very important to know whether or not the telemarketing activities
are producing the desired results. Be it outsourced or in-house, it is necessary
for business owners to understand how to measure performance. This will be needed
for identifying and solving underlying problems that can affect the end result of
the telemarketing campaign.
Here are some of the metrics that you can take into consideration when measuring
the success of your telemarketing campaign:
You need to ensure if the database of your company is relevant and if telemarketers
are making calls to the right prospects or companies (in case of B2B). By comparing
the metrics achieved across different data segments on a regular basis, it will
be easy for you to understand how to narrow down data for the offerings.
In case of B2B telemarketing
company, you need to know how many decision makers have been identified or confirmed.
Even if the initial calls being made by the telemarketers are not resulting in a
big number of decision maker speak-to rates, every call should include building
up the data your business is holding. While it is easy to purchase data with specific
decision maker details, each call can be used to enhance the details and refine
the details to make them more relevant.
Make sure that the telemarketers are getting to speak to the right person and are
making the right number of calls. You should also analyse the percentage of decision
maker conversations that are generating leads. This will provide insight into how
effectively the telemarketers are handling the calls when speaking to the right
prospect. Calling activity is different in different campaigns. But in order to
get good results, it is necessary to make the right number of calls.