Understanding the basics of lead generation is foundational in proper marketing, however, knowing how to use those lead generation strategies to convert prospects to actual sales is equally important which means running a campaign right from start to finish. As a telemarketer, most view my job as the middle steps of this process, but, in fact, a good telemarketer assists her clients in all steps so that they can take full advantages of their campaign and get the most for their time and money. Here are five steps you need to take in order to run a successful B2B lead generation campaign:
- Set the Objective for the Campaign
There are several ways to use telemarketing, but the most popular are to book attendees for an event or webinar, provide an in person sales consultation, encourage subscription renewal, revisit stale customer database information, or offer a free trial.
- Nominate the Target Audience
This might be your existing database or you may need to look at purchasing a new business list. For example, say you have created a piece of financial software most suitable for a medium to large scale businesses. You need to speak to financial decision makers (e.g. Financial Controller or CFO). The more targeted the campaign, the better the results.
- Craft a Compelling Call to Action or Offer
This can be tied in with your goal. You need to create an event or opportunity that truly speaks to a core problem that the person on the other end of the phone would like to solve in their daily life, otherwise you are wasting their time.
- Professional Script
In telemarketing, you have about 9 seconds to get a prospect’s attention before they hang up the phone or ignore you. Those new to this field often need help in crafting an opening that really works to bash through that wall. This is why working with a company that literally makes 1000s of phone calls a day comes in handy. Professional telemarketers know how an initial impression in terms of both what they say and how they say it.
- Thorough Reporting & Quality Checks
Usually a calling campaign involves a high volume of phone calls. Carefully tracking each conversion and the leads to follow up on is as important as steps 1-4 combined. Otherwise, all the effort you put into the planning is for nothing. Leads need want immediate follow up if they are interested, or else they forget you or chose a competitor who does follow up, so timeliness is crucial too.