Introduction to B2B Telemarketing | Options for Business Growth
In many of our recent blogs there is a common and consistent theme: companies are increasingly looking to use B2B telemarketing to drive new business growth. Over the last half year we have seen this across many industries. These companies have a number of options as to how they embrace B2B telemarketing, and in the diagram below we have outlined the four main options, which are progressively more sophisticated:
Order Processing: This is the most prevalent and basic of B2B telemarketing call centre deployments. The role of the centre is to efficiently and accurately capture client orders. The critical success factors here are typically the speed and efficiency of the staff and the quality of the end to end supply chain process.
Lead Generation: Many companies are now piloting more proactive sales tactics and that is where lead generation campaigns are playing a part. The objective of the lead generation campaigns is to find good quality new business opportunities. The call centre uses B2B telemarketing tactics to find these prioritised opportunities that are then subsequently passed to the field sales team for follow up. The key success factors are:
a) the ability to find staff that are good at the outbound activity,
b) designing intelligent campaigns that comprise the right product offering to the best and appropriate customer segment.
Telesales: Telesales is the next step in the evolution of B2B telemarketing. The objective of telesales is to up and cross sell new business to an existing client base. For a B2B telemarketing call centre the key to success is the ability and experience across people, process and systems to run a telesales operation.
Tele-account management: This option replaces the need for field based sales people and uses highly skilled people to fulfil the same role and results (at reduced overhead) with clever CRM and sales toolkits. Although this is the most complex B2B telemarketing option, we feel this is the option that is going to be of most interest in the long run.
In our experience most clients choose a blend and combination of options when using B2B telemarketing for business growth.
Evaluating B2B telemarketing as a potential business growth initiative? Then contact us to find our more.
Authored by John Drury, Sales Director at INTERACTION of Europe