Even in the era of content marketing, web ads, and social media promotion, B2B telemarketing endures. It’s true that a lot of buzz follows these newer tactics, but a well-crafted and executed B2B telemarketing campaign can be just as effective for generating leads, qualifying prospects, and ultimately winning sales.
What follows are the six key steps your campaign must follow in order to be successful.
Define Your Objective
A successful telemarketing campaign has to have a clear objective. Start off on the right foot by asking yourself what you are trying to accomplish. Your options are many. Use your campaign to:
- Generate leads.
- Qualify a group of prospects.
- Set appointments.
- Take customer orders.
You could also use a campaign to clean up your database, conduct market research, and more. It’s less important what you do with your campaign and much, much more important that you have a clear vision before beginning.
Determine Your Goal
Whether you’re aiming to qualify new leads, set appointments, and so on, you won’t know how it’s going — and it’s frankly going to go more poorly — if you don’t set some goals. Campaign goals, of course, should be specific and measurable. What percentage of new leads do you need to qualify to achieve a positive ROI? How many appointments need to be set to achieve enough closed sales?
A set goal will force you to come up with a plan to achieve it. Moreover, it will ensure that your campaign is going to be a worthwhile enterprise. The worst outcome would be to lose money on a campaign that could’ve been successful.
Budget and Plan Your Campaign
Therefore, you need to know your bottom line for this campaign. What will it cost, in terms of outsourced staffing, new software licenses, in-house resource allocation, etc.? How many and what types of additional resources need to be in place to make your campaign successful? And lastly, what kind of profit are you forecasting? How will this campaign make money, and how will you ensure that it makes enough money to justify its implementation?
Craft Your Scripts
With the groundwork laid for planning, your next step is to craft your call scripts. With your objective on the front end and your campaign goal on the back end, build scripts that lead prospects from point A to point B — conversationally, naturally, and persuasively.
Remember to keep it customer-centered and be prepared to deal upfront with likely sales objections.
Prepare Your Agents
Your agents will need time to practice with new scripts until they become as proficient with them as with their old calling scripts. Build your complete campaign timeline with this in mind.
Remember that motivation is also a crucial ingredient of campaign success. Help your agents set their own goals for the campaign and check in frequently to update goals as they’re met and surpassed.
Track Your Metrics
Keep track of your results both during and after the campaign. Frequently updated metrics can help you improve and retool for later stages of the campaign. You can also use these metrics to motivate your agents and track your progress to your overall goal. Craft your B2B telemarketing campaign following these simple steps to get the best results.
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