B2B marketers are faced with a lot of tasks in terms of generating quality leads. No doubt, much of these efforts involve contacting the right audiences using a variety of marketing channels.
Aside from social media, B2B companies also depend on good old-fashioned telemarketing and email marketing in seeking out potential opportunities and nurturing people into buying product or solution.
Sure enough, various industries focus a bulk of their marketing resources on these two approaches, considering the value that they entail towards the bottom line. Telemarketing, for example, provides a lot of benefits along the lines of filling prospects in on your services and goods. For B2B buyers, sales calls are still effective in terms of informing them about a product they will find a need to purchase. In much the same way, emails can make for effective follow-ups to initial discussions, enabling prospects to learn a lot more about an offer and make a decision.
Telemarketing and email marketing makes it possible to educate target audiences about your offers. But just like any marketing approach, B2B telemarketing and email market have challenges that should be addressed.
Sure enough, both strategies have been at the receiving end of complaints by potential clients. Invalid phone numbers, inaccurate mailing details, and improper call scripting can no doubt result in lackluster results.
These reasons and more have contributed to telemarketing and email’s supposed unpopularity. Still, it all depends on how well B2B marketers are able to recover from errors, mistakes, and failures in the way they talk to a potential client or structure a newsletter.
Different companies have different ways of dealing with these issues, but often you will find these common solutions to engagements that went downhill.
Using inaccurate data
When you are out looking for the right audiences to engage, data should always stay at the top. But even more than that, accurate data is always the best way to make sure you interact with the right people.
Inaccurate marketing data is a problem, especially to B2B companies. It becomes even more complicated as businesses will have to handle and manage large volumes of lead generation data, creating a path to unsuccessful marketing campaigns that would put a brand in an uneasy position.
If your campaign fails due to incorrect data, never fret. On your next campaign, implement a marketing automation platform to help you validate your contacts list, eliminate inconsistencies and bad addresses, and enable your team to focus on real-deal prospects.
Related: The Importance of Updated Database When Targeting IT C-Level in Singapore
Ignoring your prospects’ needs
Forming potential partnerships involves a great deal of understanding what your audiences want. But in this case, it doesn’t help if you look at the general picture and formulate a strategy on general assumptions.
B2B clients are unique in their own little way, and being able to communicate in their own individual terms helps in building stronger ties with them. Marketing personalization is key to building relevant discussions around your product or service and keeping prospects interested, so it’s always best to consider the things your contacts know about the most and the issues that would affect the way they grow their businesses.
Implement your campaign again and this time, listen attentively to what the prospect says, conduct intensive research on the nature of their business, and create emails that “talk” to them on a personal level. You can enhance your conversions significantly, for sure.
You lack a call-to-action
Any marketing message should end with giving the prospect an idea of what to do next. In this case, a call-to-action, whether through voice or through email, is essential to making a conversion happen.
As much as they want to learn more about your offers, your prospects need a subtle kick to get them to buy in. It sounds easy enough, but it involves a great deal of warming them up by providing them the things they need to make an informed decision. Once your prospects are warmed up, it’s time for you to use a CTA and reel them in.
You can experiment with different kinds of CTAs and identify the ones to incorporate into your email campaign. Effective telemarketing, meanwhile, should involve creating a good script that could end a prospect up in a sales appointment later on.
Related: 5 Things Every Prospecting Email Must Have Before Hitting ‘Send’
