B2B Telemarketing Productivity for Long-Term

By: Aedan Robbert

B2B telemarketing is a part of the B2B appointment setting process and when we talk about it, we need to take a broader and long-term look at the campaigns, their feasibility and key insights to determine the level of productivity that the business will eventually get in the long-run. That is what every business organization is looking forward to, especially B2B companies. Nowadays, companies not only look for the current marketing year but also the years beyond that. As per B2B market survey, 60% of the businesses bank on B2B telemarketing techniques for lead generation.

B2B telemarketing is a core part of the modern business marketing strategy despite the core changes in the lead generation projects. Although, it plays a transformed yet fundamentally similar kind of role in the B2B marketing mix. This is the reason why experts still believe that cold calling still is the key component in the lead generation process and it will continue to play a significant role. B2B marketers are constantly trying to update their cold-calling techniques infusing certain ingredients and that is why they use certain tele-sales tips to make the process effective for sales leads conversion.

As a matter of fact, B2B experts are already looking for services that take into account long time objective oriented factors that are not restricted to the current year. Here are certain considerations that focus on long term B2B marketing productivity.

- Performance consistency: It is a customary practice to gauge efficiency and effectiveness using analytics and metrics that are projected and measured on per-campaign basis. Normally the ROI factor is taken into consideration for specific marketing projects and then the same is compared to the previous readings to ascertain the changes that took place.

However, over a period of time, other important B2B aspects are also taken into consideration like the B2B telemarketing process and the ROI as performance indicators to assess the trends, so that viable business strategies can be formulated for the long-term success of the business. However, there is no way to point out or predict how the B2B market campaigns will do in the upcoming years. But, it becomes easier with these strategies to make certain projections to compare the actual measurements that can prove beneficial for the years ahead.

- Contribution to earnings and revenue: This is a stage where marketers need to analyze what percentage do sales leads contribute to the revenue figure of companies. However, this can be said as to how calling affects profits. A marketing strategy can be considered beneficial for long-run if it plays a significant role in increasing top line and bottom line revenue figures. This rule is applicable to all the channels of marketing including B2B telemarketing.

- Brand building: in order to have a viable long-term success, B2B telemarketing needs to reflect your company’s branding effort.
B2B telemarketing should become an integral part of the customer experience, so that prospects can be involved in an engaging manner with your company. In the B2B market campaign process, everything right from the script to the staff should be used for customer education and not for product or service promotion. Information about products and services are getting demanded by B2B prospects/customers because that’s what characterizes the brand. This is the reason why branding should be the core part of your business campaigns.

- Customer relationship: Customer relationship plays an important role in enhancing the potential of a business and also helps in reducing marketing costs for achieving intangible benefits. B2B telemarketing coupled with unique tele-sales tips will help in relationship building because it is distinctly personal in nature.

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With huge years of experience in web industry, Aedan writes articles for IT industry ad have also organized different seminars related to b2b demand generation and b2b appointment setting.

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