With all due respect to Mother’s Day, not everyone likes helicopter moms. Hovering over you wherever you go, always you watching you, and asking questions that don’t need asking? Those are major marketing mistakes companies make in B2B lead generation campaigns.
With different personalities come different styles of communicating. Don’t go assuming that everyone else receives information in the exact same way that you do. There are times when they’ll find you interesting to listen to while others could find you boring. This is important when you’re mastering the art of getting straight to the point.
People who communicate internationally (like those in B2B telemarketing) know this far too well. In some offices, people would want to hear the last line first, and get impatient with the details or small talk. But in others, many would take offense if you walked into their office on a Monday morning and began discussing the status of a project instead of politely asking how they’ve been. Some people respond best to a fast pace of speech, while others are overwhelmed by it.
It’s said there are only a few ways for a poet to make money. Promoting one’s own work can be hard and harder still given the fickle nature of publishing companies.
But in B2B marketing, the field of content creation is beginning to raise its difficulty to that level. Providing quality content requires both creativity and relevance from writers. You don’t even need to apply actual poetry. It’s enough to know those two elements determine how efficient your content is at making promising leads out of a target audience.
Then again, you might think a poet’s price is exactly the number you need to measure the cost of creativity.
Shakespeare is a very iconic historical character due to his famous literary works that are still celebrated today. Known as one of the most greatest and influential poets in history, you can’t have National Poetry Month without hearing at least one mention of him.
William Shakespeare’s impact on language and communication extends from theatre and literature to present-day films and everyday conversation. Tag lines like “Fight fire with fire” (King John) and “a wild goose chase” (Romeo and Juliet) are attributed to him.
Yet despite the fame, is he a role model for content marketers everywhere? One would think so given that creativity plays a vital role in engaging content. However, the quality of Shakespearean work and that of good marketing can have varying standards:
In most video games, you may have heard of a term called event flags, the activation of certain events as you progress that also doubles as important points in a game’s plot or story. Example, when you bump into a girl on the street but it turns out they’re actually the princess/love interest/new party member etc. That point when you decide to talk is considered a flag.
Similar cases happen in real life and right within the process of B2B telemarketing. You hear stories of marketers struggling with a prospect but days later finally began communicating after another customer referred them. That’s a typical success story but one that certainly follows the event flag routine.
The internet is like the ocean: it seems so open, so free. It feels a place where you can put up whatever digital property you want. But because you are free you also have the temptation to mess with what’s already there. Scariest part is you’re not the only one and not all resist temptation.
You find no better example than in hackers.
Old and costly they may be, plenty of creative professionals still list outbound marketing as part of their strategies (despite the increasing doubt on their effectiveness).
Marketers have always been speculating if this age of digital and social media has whether or not spelled the end of outbound marketing. But despite these rumors, there are those who still say such speculation is largely overrated and that businesses shouldn’t be so quick to retire their outbound marketing resources.
Telemarketing really has come a long way hasn’t it? To think it all started with telephonists and switchboard operators during the late 19th century. But don’t let that fool you. Just as technology transformed other marketing methods, today’s telemarketing has changed as well.
Back then, salespeople solicited prospects to buy their products and services through either planned or recorded telephone calls. With the different types of media today, along with internet and computer technology, this is no longer the case (especially with the pace that today’s markets shifts).
Although, the premise hasn’t changed: you’re still promoting something to strangers in a targeted market to gain possible sales leads. But today, new methods include the use of e-mails, social networks, apps and other tools that are trending in 21st century tech. Telemarketing has only survived as a method because of the support they’ve given (and vice-versa).
Obviously this is because it’s still regarded now as an annoyance. Its associations with scams and frauds are stronger now compared to the old days when receiving solicitors on the company phone was still a norm. What is now known as B2B telemarketing today is simply the result of fixing the mistakes of the past and diversifying its role in other marketing processes like:
- Appointment Setting – This is regarded as both an intelligent use of telemarketers and a cost-effective way to generate new business. B2B organizations place a great deal of emphasis (as well as budget allocation) on appointment setting. There still isn’t any better way to close a sale than a chance to sit down with a prospect in a one-on-one meeting.
- Seminar Booking – Seminars do deliver results both for individuals and organizations. But no matter how good, it’s no good as long as attendees aren’t being booked. Using a telemarketing team to book your seminars means getting the good news out to people that could greatly benefit from attending.
- Following Up – Live calls have proven to be very powerful when making the most from direct mail or email marketing. That’s why they’re made to follow up after literature or sales enquiries, chase up interested parties, and converted those who may have otherwise remained undecided as they’re just stuck with a brochure.
- Market Research – One of the time-tested uses of telemarketing is market research (often used for product review and customer feedback). However, these days it can be used to cover a full range of both quantity and quality data collection. Using the latest integrated technology, telemarketing interviewers can handle everything from small executive level surveying to nationwide customer feedback.
- Database Cleansing – The information in your database quickly gets out of date. Today’s telemarketers to work through that data each day to correct, delete or amend the details of your prospects or existing customers. Keeping your data is up to date and accurate increases the success rate of your sales reps. Make your existing data work for you by purging useless existing data.
- Lead Generation – Generating leads means increased sales revenue and reduction to the amount it costs to close them. When you use telemarketers to generate your leads, you free up your sales teams to do what they are good at.
- Reselling – Telemarketing provides another successful route to improving sales by selling directly to those that are already using your products or services. Existing customers are much more easily converted because you don’t need to convince them of your expertise, reputation or benefits.
Marketing can be just like a regular computer and your contact database is a part of it. And like any computer, it’s not cool when the whole thing starts to lag. Forcing your campaign to work with a glitchy database is only going to slow it down as it mixes in successful leads with bounce backs, wrong numbers, and all other kinds of dead-end errors.
Like Christmas and Thanksgiving, Valentine’s Day is a special occasion for meeting someone special. Perhaps the only real difference is the number of people. Think Romeo and Juliet, the Cowherd and the Weaver, or even Calypso and Davey Jones.
Even if not an official holiday, it’s certainly treated as the one day where couples forget what keeps them apart. Such a special occasion certainly merits plenty of planning.
But now that the day is over, don’t you think those planning skills can still have use beyond the holiday? B2B marketers and sales reps could certainly use them to avoid the consequences of missing vital appointments.