B2B Telemarketing in Digital Age

By: Aedan Robbert

Regardless of the all the advances in digital and social media, B2B telemarketing still remains an essential part of the B2B marketing mix. According to the recent survey in B2B marketing, 60% described it as either ‘very important’ or ‘critical’. “The Telemarketing Company” published this market survey in December 2011.
According to 45% respondents, the investment in B2B telemarketing has increased rapidly as the spending on this channel is much higher now than what it was 12 months ago. However, on the other hand, only 12% respondents were of the opinion that they have decreased the use of this channel. The recent economic scenario worldwide will certainly have an impact on the investments on telemarketing. Almost 75% of the companies are of the opinion that they have increased their spending on telemarketing because of the existing economic conditions. A professional lead generation company with B2B strategies is the one that companies are relying on for their successful business campaigns.
According to the B2B Marketing survey, conducted in 2010, it is suggested that there are more than half respondents who allocate less than 25% of their marketing campaign budget on telemarketing compared to the 5% who allocate 50% or more to this channel.
The objectives of getting B2B telemarketing solutions from a professional lead generation company are:
- Funnel management
The objectives of B2B telemarketing are prospecting/generating quality leads, DM follow-up and sales appointment booking. On the other hand the primary role of this system is funnel management or lead nurturing process. It was the target audience which primarily played a key role in the selection of B2B telemarketing in business organizations. Considering the controversial nature of telemarketing in the business world due to cold calling which has damaged the image of the industry significantly, respondents feel that it is more effective in large companies than their SME counterparts.
- Measuring the number of appointments
Most of the respondents used B2B telemarketing method to measure “appointments set” as opposed to “number of sales”. This shows that B2B marketing companies are mainly focusing on the sales channel or pipeline rather than lead conversion. There are others who said that they can measure ROI on the basis of telemarketing activity.
This channel is often considered by business organizations for its effectiveness and transparency. This is simply the reason why a lead generation company is so important these days.
- Constant touch
b2b telemarketing should not focus specifically on seasonal campaigns but it should be used in brand promotion. Most business companies regard telemarketing as a tactical resource compared to those who feel that it is mostly strategic.
Keeping in mind the current market and economic trends, telemarketing is going to play an important role in changing the face of many business organizations. Due to the increase in the demand of B2B marketing, lead generation companies are coming into the picture with effective business strategies. It is also expected that the spending on this business channel is going to increase than what it is now.

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About Author:
With huge years of experience in web industry, Aedan writes articles for IT industry ad have also organized different seminars related to tele-sales tips and b2b telemarketing. Regarding IT related more information just visits www.aayuja.com/.

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