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Important B2B Telemarketing Metrics to Take Note

Important B2B Telemarketing Metrics to Take Note

Important B2B Telemarketing Metrics to Take Note

Call it an ineffective observation, but many of us will point to mathematics as our least favorite subject. There is something in the world of constants and variables that intimidates us. Then again, we cannot scoff at the fact that nearly everything is subject to statistical inquiry.

In B2B telemarketing, businesses depend on mathematical functions to gauge the success of their CRM and lead prospecting activities. It is impossible to know what individual decision-makers want or whether one’s marketing investments are producing as expected, which explains the reason to use marketing metrics.

Lead generation telemarketing is influenced by several factors. And ignoring such factors is considered counterproductive. Anyway, how can you improve your marketing efforts or feed your pipeline with high quality B2B sales leads without taking into account such metrics as buyer preference and ROI?

Like it or not, you would need to assess critical marketing metrics. These variables after all can determine where you are in realizing your lead generation and appointment setting goals.

Conversion rates. Taking into account the conversion of B2B leads into prospects and prospects into sales, a business is able to provide itself a clear description of its current strategies. A drop in conversions may call for improvement in your marketing structure, particularly the way one’s telemarketing staff responds to audience needs. An increase meanwhile suggests simple maintenance or further improvement.

Call volume. How often do your telemarketers contact leads? Or in another case, how many calls should your telemarketers make in a day? Call volume is important in that it shows lead generation productivity. Of course, high call volumes indicate high traffic of B2B leads which can be qualified for the sales team to engage.

ROI. Another important metric to take note is ROI. Setting up a lead generation telemarketing campaign entails a lot of effort and expenses. It is thus vital to track whether your investments are efficiently returning to your coffers. Poor ROI obviously indicates a waste of resources, thus necessitating improvements in your telemarketing activities.

Lead quality. Always consider the pertinent data of each lead that comes your way. Do they fit snuggly with your audience profile? Do they belong to the industry that makes the most use of your products and services? How many wrong numbers were dialed? Taking into account these questions can aid in motivating your lead generation team to focus on quality and not solely on quantity.

These are the top metrics to observe in lead generation telemarketing. And learning to love them unconditionally can put your campaign on a winning streak.

Extending the Life Span of Generated Leads in B2B Outbound Telemarketing

Extending the Life Span of Generated Leads in B2B Outbound Telemarketing

Lead Generation, as a process, is as basic as it gets: A prospect is engaged in a conversation, then asked for vital information, then ultimately qualified as a sales lead. But in Business-to-Business (B2B) Outbound Telemarketing, the responsibilities are not limited to “searching” for leads. Considering that the prospective clients are also businesses, the dynamics of the demand for business partnerships may rapidly change before anyone’s eyes. Hence, leads must also be followed-up until the very closure of the transaction.

This is also to say, to “extend” the life of a sales lead.

The rationale behind this need lies on every Telemarketing company’s desire to generate quality leads as opposed to quantity. After a professional telemarketer has just finished a successful correspondence with a prospect, it should be imperative for the telemarketing team to check on what has transpired during the conversation, assess the degree to which the lead is qualified, and confirm whether future contacts and meetings are necessary. Why? Accuracy, for one. Sure, the agents gathered all these information from the prospects, but are they correct? And if they are correct, are they relevant? Are they useful?

Another reason is, again, business operations and needs rapidly change. It’s not the same as with regular household consumers, basically because these people usually know whether they want a product or service. If a housewife agrees to buy a vacuum cleaner next week, the salesman doesn’t necessarily need to follow-up on her to verify the agreement. Otherwise, if she says they don’t need a vacuum cleaner, the chances of her changing minds are already remote.

Most of the time in B2B, the process of “extending” the life of sales leads goes even further – especially when the prospect manifests a “soft NO”. In industries such as Information Technology and Software Development, the word “no” is never absolute. New innovations and upgrades happen almost every day, and no one knows what companies would require in the future. In this case, the telemarketing team reserves the lead for future use, which only means that they would have an additional (although non-urgent) task of getting updates on the target company’s recent and upcoming changes in their operations, particularly their potential needs and wants, which may bring about another opportunity for a business partnership.

Various outsourced Lead Generation and Appointment Setting firms develop their own strategies in looking after their leads to make sure that they follow through. Some implement a hands-on management style, such as delegating a team whose sole purpose is to track the progress of a sales lead. Others rely on establishing a steady communication with the prospect wherein the goal is to secure a spot on that company’s priority list should their needs arise in the future.

Fostering a sales lead may require additional time and resources, but the potential gain makes the effort worth doing. As leads could either be an unexpected lucky strike or a total waste of time, don’t count your chickens before they’re hatched, and all that aphorism.

 

Real Talk: B2B Outbound Telemarketing is still Effective

First of all, to dispel any rumors that outbound telemarketing is dead:

DiscoverOrg recently conducted a study involving 1,000 IT executives from Fortune 500 companies in the SMB industry. Apparently, they don’t think outbound telemarketing has any problems at all:

  • 60% said outbound calls have increased the chances of an IT vendor to be evaluated by them
  • 75% said they’d decided to attend an event or take an appointment after having received a cold call or email.

At a time when social media is ruling the world and content marketing is getting its share of the limelight, it may come off as a little surprising that executives, especially in the IT products and services industry, still have faith in B2B telemarketing as a means for lead generation and sales.

Businesses are progressively more into social online marketing—blogging, content, search engine optimization and social media. But why is telemarketing never out of the picture? Because a good old-fashioned phone call humanizes the marketing relationship, regardless of the size of a business or industry.

But you don’t need to sacrifice one in favor of another. Inbound and outbound marketing can co-exist in a campaign, and here are a few ways to do just that:

Create scripts, but don’t make it seem you did. A script that sounds too sensational will only summon doubts. Draft something in a conversational tone, making sure that it reflects what your company stands for.

Make it personal; don’t take it personal. Do some research and gather personal information about your target market. Include these data in your telemarketing strategy so prospects can see how deep you are in making a strong business relationship from scratch.

Provide incentives. Your telemarketing strategies can be used to direct interested prospects to your website or blog so they can participate in activities or download free stuff from you. The more they see that they have so much they can get from you, the more they’d be willing to disclose information and agree to commitments.

Be omnipresent. Include links to your online presence in print (brochures, regular mail, business cards, advertisements and packing slips). Also, tap your colleagues to include links to your company in their email signatures, as well as in their social media profiles.

Track outcomes. A good customer relationship management (CRM) platform can help you mesure the results of your outbound and inbound marketing efforts. It will help you to adjust your strategy over time and align your techniques to ensure your overall campaign is working broadly across multiple techniques and platforms.