Why Lead Generation Works
Lead generation with outbound telemarketing will always produce results — but whether positive or negative, depends on 4 important factors:
- How telemarketing is performed by the person conducting the call
- The quality of business prospect database (region, title, industry, target size, target specifics)
- The call hook or call to action
- The follow up call after sending out information.
The positive results of lead generation are easily seen. Negative results are often invisible and include degradation of your image or even creating the opposite effect you wanted: the prospect is now certain they don’t want to deal with your company. Often B2B make the mistake of selecting an outsourced telemarketing agency from overseas to represent their organisation, only to have their campaigns backfire and ruin their reputation with poor representation.
This is why it is so vital to be 100% certain a lead generation campaign is performed correctly. The first impression the telemarketer gives is what you’ll be judged by. For a lead generation campaign to produce overwhelming results, the telemarketing agency you work with must ensure:
- The telemarketing script flows naturally and is rigorously tested
- The business database of targets is relevant and accurate
- There is a clear call to action (e.g. appointment setting, email opt in, event registration)
- Most importantly, when prospects request information there must be follow up on the information requested.
When generating leads it is vital that the start of the telemarketing script is perfect and creates exactly the kind of impression you intended, because the prospect will make a snap judgment within the first 5-10 seconds and categorise you accordingly. If this is a negative image then you have irrevocably lost that prospect and potentially damaged your reputation.
Why does telemarketing work better than any other marketing medium?
Lead generation through telemarketing provides important personal contact.
It is a well known adage that people buy from people. In an age of technological advancements where the average person is bombarded with over 8 million messages per minute, cutting through the clutter is very important and requires a personal touch.
In many cases were the brand is new or unrecognised in the market, there is a greater need to personally communicate and educate prospects to ensure that the message is communicated. Not every prospect will be a buyer but they will certainly know about your organisation for the future, when and if the need arises. This is the key to telemarketing that works.
Other reasons why telemarketing works better than any other marketing medium include:
- You can’t wait for clients to come to you: in today’s competitive market, you must seek them out.
- More cost-effective and flexible than printed advertising.
- Multiple products can be offered.
- Target specific groups by any criterion, such as age, economics, or geographical, etc.
- Seminar recruiting is available for any size or kind of event.
Telemarketing is also very effective for gathering information for future pipeline opportunities, or for use in lead nurturing. It is a good sales process for getting B2B (business to business) leads and deals for companies that thrive on B2B transactions. However, if you only want to pay for leads, these services also exist.
Read on to find out about our pre-packaged service bundles or why you should choose iTEL Marketing for your telemarketing…
