Key B2B Telemarketing Metrics

By: Aedan Robbert

We are currently in the second half of the calendar year and it is precisely the time that companies should look back at where they stand in their B2B telemarketing campaigns. The first six months are enough to identify the loopholes as well as the positive aspects of their B2B market campaign. There is no better place to start their marketing reflection than the campaign dashboard itself.

It is ideal for any company to get a snapshot of its lead generation endeavors from the analytics and metrics. The snapshots are enough to give a business owner the real story behind the actual picture. But are companies looking at the right numbers and making sense out of them anyway?

In this article, we will get to know about some of the B2B tele-sales tips to understand what matters and why. Here we will try and focus on some major kinds of B2B telemarketing metrics and analytics that are crucial for making informed business decisions in today’s highly competitive marketing environment. The B2B business insights that will be shared here can be useful whether you are into an in-house appointment setting and lead generation or a business representative in an inside sales company. We will first point out the numbers to focus on and then discuss about the guidelines to draw meaningful insights from such statistics.

Lead generation is by far the most crucial part of any company for effective business results. It is considered as a science as well as an art. This is the reason why companies need to do some careful analysis and measurements every time. There are lots of analytics and metrics that professional telemarketers take into account to gauge the success of tele-sales tips campaigns. But, there are certain fundamental aspects that are essential for today’s information driven market environment.

• Returns & profitability metrics – ROI or return on investment is the primary thing that comes to mind when we talk about returns and profitability metrics of lead generation or telemarketing projects. Usually, ROI is classified as per the inputs that are used for the calculations of projected and actual ROI. Actual ROI is mainly useful for b2b telemarketing campaigns, which are straightforward and shorter sales cycles compared to the projected ones that follow complex and lengthier sales cycles. In the recent market survey, 67% of the marketers indicate that lead volume, lead quality and revenue are the most important metrics.

• Related & campaign costs - B2B campaign costs or budget can be determined on the basis of “cost per call”, “cost per lead” and other arrangements. The math behind in-house tele-calling campaigns may not be as obvious. However, the costs can escalate on the basis of testing or developing call-scripts follow up calls, data management and others.

• Effectiveness & efficiency metrics – Apart from measuring profitability and costs, companies that are engaged in appointment setting and lead generation need to keep a tab on the effectiveness and efficiency of the B2B market campaigns. The efficiency metrics comprises of calls per day, time taken per call and calls per appointment or lead.

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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 appointment setting and tele-sales tips. Regarding IT related more information just Visits

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