• Clare Tweed

How Can B2B Telemarketing Help Your Business?

Updated: Nov 10, 2019

Whilst business to consumer telemarketing has a bit of a bad reputation these days, considered something of a relic by many, business to business telemarketing still has an important place in the world of advertising. In fact, by using B2B telemarketing services you gain access to one of the most useful marketing tools available, being highly effective in terms of quickly building mutually beneficial relationships with existing, lapsed or new customers.

Although B2C and B2B telemarketing are very similar, there are some important differences which set them apart. Whilst the point of B2C telemarketing is usually to sell something, B2B telemarketing is far more concerned with building and maintaining relationships with a potential customer base. The nature of B2B telemarketing lends itself to this, thanks to a smaller customer pool and more time to focus on what the customer needs in order to continue the association beyond the call.

B2B telemarketing can be either inbound or outbound, meaning that a business may call another company in order to market their products and services, or it may involve receiving calls from prospects and creating actionable outcomes from the conversation. During inbound calls, a business can answer questions and give information to potential clients who have got in touch as the result of being targeted by an awareness raising campaign.

There are many benefits to using telemarketing as part of your sales strategy. These include:

Telemarketing For Lead Generation

Whilst calling other companies in the hopes that they will buy something from you doesn’t seem all that different from the ‘cold calling’ techniques employed in B2C communications, it is actually far more effective. Businesses can use telemarketing to contact companies, and those with whom they wish to make a connection, simply to arrange an appointment to chat about what they can offer.

The company being contacted has nothing to lose and in practice is likely to agree to a simple appointment, and this gives you as a business a warm lead from which you can build a strong relationship. Even if there is nothing you can offer the company at this time, getting in touch and setting up the appointment makes that initial connection, and creates that familiarity that usually ensures you will be in the running for business opportunities when they arise.

Telemarketing To Bring Back Past Customers

It is unlikely that your business will have the time or resources to stay in touch with every company you have ever worked with, or sold anything to. For the most part, businesses rely on their customers to stay loyal and keep coming back in order to keep up the relationship. However, telemarketing provides you with a quick and cost-efficient way to reach out to lapsed customers from months or even years past.

All you need to do is drop a quick customer care call to these customers to see how they found your products or services, and find out why they haven’t worked with you again. Reaching out can often help you to bring back new customers purely because you remind them of your existence, but also because it helps customers to feel worthwhile and appreciated by your company.

Even if you don’t manage to bring a customer back, you are able to gain valuable market insight which informs you of the reasons why previous clients not have been active with your company for a while, so that you can identify problems that need to be addressed.

Telemarketing For Collecting Accurate Data

Knowing your target market is the key to advertising to them effectively. Whilst there are data suppliers who offer generic data that can be purchased or viewed online, telemarketing offers a two-way communication channel which enables you to gather far more detailed and accurate information on your potential clients.

You will be able to ask and answer questions, find out what relationships a potential client has with your competitors, and identify the key decision makers in the business. This is a quick and cost-effective way to gather data that is highly valuable for your company in the long run, since the refined dataset generated by the telemarketing campaign enables you to further focus your marketing efforts on the clients you know are in the market, and not waste time in contacting companies where there is no need for your product or service.

Telemarketing For Data Cleansing

Data cleansing refers to when you remove information about a contact, or remove the contact altogether, from your mailing list in order to keep it up to date. This is a real struggle for many companies, but something which must be done in order to keep your marketing strategy running effectively and within the guidelines set out in the General Data Protection Regulations (the GDPR).

You can ask for this information in an email campaign, but the chances of you receiving the information that you need back from all of your contacts is relatively small.

With telemarketing you are able to get in touch with a single person and find out up-to-date decision maker names and job titles, who their current supplier is for the product or service that you provide and what prices they are paying. This information can then be used by you to tailor a competitive offer and win the business, now or in the future.

Data cleansing also helps you to identify people that do not wish to be contacted, so that their details can be removed from your mailing lists. Contacting businesses which have expressly asked you not to is a sure fire way to harm your reputation, so removing their details from your prospect list should be a crucial part of your marketing strategy.

Telemarketing To Support Other Marketing Activity

Many companies use telemarketing to support their other marketing such as postal campaigns or email marketing. By adding telemarketing to your marketing mix you are introducing a personal touch to your communications which enables a two way discussion between you and a potential client where sales opportunities can be identified, more information can be uncovered and leads generated. Companies are also more likely to remember you in the future if they have had positive contact over the telephone with your business.

To find out more about how telemarketing could help your business call our team on 0330 010 8300.

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