According to Marketing Sherpa, marketing departments have been taking responsibility for teleprospecting for many years. Why it might be happening? Well, we went through the Benchmark Report for 2012 on B2B by Meclabs to find the answer and saw – that marketing statistics are just a reflection of the day-to-day behaviors that keep sales and marketing teams stuck in a time warp. And teleprospecting in this aspect has a different role to play.
Before beginning this discussion, the big question in this aspect which we have to answer is- “What is tele-prospecting or teleprospecting? ”
Teleprospecting is not selling something over the phone, but its function is to keep the sales department active. The B2B telemarketing company uses tele-prospecting to follow up, and qualifies for the market responders, and generates demand for the product or the service through outbound calling.
The tele-prospecting should serve as a connector between sales and marketing. For good reasons, one of the departments should handle tele-prospecting to give marketing a good momentum. Before we say why marketing should own this function, let us discuss why tele-prospecting is a part of the sales activity.
How A TeleProspecting Agent Must Act?
- Teleprospecting agents should chalk out a path to grow a sales aptitude.
- You need a sales culture while running a tele-prospecting operation.
- The agents need to craft a compensation structure, based on results.
- The agents need to align with the sales.
Fusion CX is going to stress in this blog the reasons to own tele-prospecting. Many of the experts believe, that in B2B marketing, tele-prospecting is not a need. But we are going to give a compelling argument and will list the increasing importance of tele-prospecting campaigns in B2B marketing.
1) Setting the Right Tele-Prospecting Approach to Convert the Sales Accepted Leads
It is seen that the teleprospecting team can easily set up a structured approach to nurture the accounts. They give impetus to the right buying standards, cross-pollinate interest buyers and sellers, execute various tactics that can generate huge revenues, and give towards marketing campaigns. Marketing in this case must find the right balance between wringing campaign revenue and obtaining a good ROI. With responsibility for the entire function, we have to get better yields. However, there is a question – Can sales generate the same results? Yes, marketing can capitalize on the upstream income.
2) Helps to Improve Upstream Demand Generation Tele-prospecting
not only converts the lead but also helps to get precise feedback, so that marketing can tune into new media, and messages, and improve the upstream investment yields. Can sales alone meet it? Yes. Marketing is again such a greater aspect that makes sure that upstream campaigns work well.
3) Incorporating Tele-Prospecting Into Different Forms Of Outbound Marketing Can Improve The Efficiency
Integrated marketing works for a reason and it is similar to, lead nurturing. At Fusion CX, we set up different groups to design messages, timing, frequency, and method of contact, working on the optimization of the contacts and the information exchange strategy. This lead optimization and experimentation is compulsory for marketing. It is no doubt challenging if you can take tele-prospecting out of the big marketing toolkit.
4) Right Kind of Skill and Customer-Centric Messaging
The marketing team can’t create customer-centric messages, but still they have abilities. While testing openers for various buyers, one needs to develop assets that will make the responders sales-ready. The telemarketers thus learn a lot about what motivates the customer, what are their interaction rates, etc.
5) When the Next CSO Is Hired Tele-Prospecting Operation Will Not Get Converted Into a Quota-Carrying Sales Team
Fusion CX has been in the telemarketing service for a long time and thus enjoys pure inside sales. We know that it occurs when fund is tight. Since, a new sales leader thinks that everyone on his team should sell, carry a quota, and meet their earnings.
Thus, getting into depths Fusion CX excavates the teleprospecting aspects to make sure that the sales pipeline stays filled throughout the camping session.
