What is B2B Telemarketing? Is it Still Relevant?
B2B telemarketing is the act of calling prospects to complete a commercial transaction. The primary goal of the call is to sell the product/service or develop a relationship between the two companies.
B2B telemarketing is also known as cold calling. It results in lead generation, customer data acquisition, event invitation or the follow-up for an email.
In today’s era, marketers believe telemarketing to be one of the most outdated marketing strategies. This is because prospects find telemarketing calls annoying, particularly during an important meeting.
But, even with these downfalls, telemarketing strategies still have their impact. Through this blog, let us examine the evolution of telemarketing in the recent years and its relevance today:
1. Most cold calls don’t cater to the prospects’ requirements
People don’t like receiving random calls from brands they are not interested in. This makes cold calling one of the most irrelevant aspects of telemarketing. Prospects get irritated when the executive doesn’t talk about the respondent’s needs.
Relevance: Telemarketing is vital for the purpose of reaching out to prospects and nurturing them. Cold calling may slowly be fading but telemarketing has made its place in the segment of post-sales operations.
It is incorrect to recognize cold calling as an outdated approach because, with the recent analytics software, the practice has become more sophisticated. Calls are made to defined prospects with the expectation of a better outcome.
2. Social media has taken over telemarketing
Social media has become an extremely popular medium for marketing. This is because it is free and everyone is on it. The number of digital firms and marketing agencies has increased tremendously and a majority of brands are considering investing in the same.
They are less interested in telemarketing and have their focus on social media marketing activities for the promotion of their brand.
Relevance: Social media is not free. If you want to reach out to a defined target audience and execute a large-scale campaign, you need money. Every brand today, is marketing on social media causing a clutter.
To achieve an actual response, you need to spend a lot of money. Telemarketing can accelerate the performance of your social media campaign and keep you ahead of your competitors.
3. Digital marketing has wiped out telemarketing
An in-house digital marketing team costs just as much as a telemarketing team. The results expressed in various digital marketing case studies are significant causing several brands to opt for the same. This also makes digital marketing a challenger for telemarketing.
Relevance: Digital marketing was affordable, to begin with. However, with more clients using it, the concept has changed drastically. Pages stuffed with content and keywords, directory submissions, backlinking and more forced Google to relook its algorithms.
These updates compromised the outcome of digital marketing and gone are the days when you get organic traffic. There are about 500 to 600 minor updates per year by Google eliminating all spam based digital marketing efforts.
4. Telemarketing is dead
For several years, telemarketing was the only way to capture data about the target audience and competitors. The scenario today is a little different. There are analytical tools and companies to help you with this data.
Relevance: Telemarketing still holds its position because of call recording. Teams use these recordings to better plan their next interaction with the prospect. Call recordings give in a lot of data to use for organizational benefits. Telemarketing still is a very powerful tool to extract information about competitors.
Telemarketing may not be the same as it was a decade ago but it has definitely not died out completely. If used in the correct manner, it can generate great leads and revenue. The success of this approach significantly depends on factors such as telemarketing plan, the skills of callers, communication tools, and target audience lists.