B2B appointment setting sets up the demand

By: Aedan Robbert

B2B marketing is completely based on leads. It is very essential to have a list of potential buyers who you can convert into prospects for your product. For this process of B2B marketing, telemarketing is considered as the most suitable method for generating and qualifying the leads. The lead generation process depends on multiple factors and ideally many channels. Of all those channels telemarketing is the most suitable, easy to implement, and reaps effective results. Today telemarketing is using marketing integration, ever more sophisticated tools and metrics to generate a perfect lead generation effort.

However, the most important part of the story is B2B demand generation. In case of B2B you do not have a consumer pipeline which you just need to channelize. Businesses themselves need to find the leads and convert them into prospects. Research shows that in case of B2B 80% of the decision makers were found by the business itself and 20% of the decision makers found the business due to word of the mouth. Similarly, 75% of the contributors were found by the business and 25% of them found the business. Hence the work of prospecting is the baseline of demand generation which needs to be done by the business alone. Leads are generated and qualified into prospects for effective demand generation. Leads don’t form the part of effective demand, but it is also a fact that higher the leads higher will be the demand. Market research shows that 38% of leads convert into responses, out of which 29% convert into effective demand prospects. A B2B business aim is to:

• Generate as many leads as possible
• Take effective measures to increase response rate per call
• Qualify the responses into prospects
• Set an appointment and close the sale
• Maintain a close follow up for lead nurturing if no appointment is set for the time being

Statistics show that a buyer progresses through 70% of their buying journey before engaging with a sales representative. Hence for B2B appointment setting it is very essential for the calls to be effective.90% of the appointments always convert into sales, hence what is important is to make the calls very impressive in the minds of the buyers. The script and the caller play a crucial role in the success of this process.

However, it is not possible for an organization’s sales force to carry out all the dimensional functions of telemarketing. From finding to retaining of prospects, from effective calling and setting of appointment to lead nurturing, from client satisfaction to organizational goals, all have to be undertaken by that one caller. Hence for effective B2B demand generation it is mostly recommended to have professional services of a lead generation company. These companies help in finding, qualifying, prospecting of leads through effective B2B appointment setting techniques. These companies carry out effective lead nurturing techniques and success metrics for the business. Through their professional approach they impart a brand image to your business and take effective measures for the success of your business. They generate a continuous sales pipeline and that too cost effectively.

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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 telemarketing and lead generation company.

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