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Has enterprise marketing changed?


Over the past twenty years, few would dispute that marketing has changed. Digitisation has revolutionised a landscape in which, two decades ago, direct mail was probably the dominant means of outreach and postage costs took up a significant portion of the marketing budget. Try explaining that to a marketing graduate today!

Yet for all the changes over recent years (think e-mail shots and social media advertising) one source of new business endures: telemarketing. Why? Lead generation telemarketing is likely to always be a constant in the marketer’s arsenal because – simple, but it matters – it gets results. That was the case twenty years ago and it remains the case now. In the end, most sales are driven by relationships and the opportunity for direct interaction with a prospect that telemarketing provides has always paid off.

Furthermore, outsourcing the function to telemarketing experts always has been and still is the approach of choice for most enterprises. Telemarketing in the right hands consistently delivers outstanding returns, and the right hands are experienced hands. You may have a great sales or marketing team, but let’s be honest their skills are not primarily related to cold-calling prospective new clients. Furthermore, they have plenty of work to do without taking on telemarketing responsibilities as an afterthought. So, if you’re a CMO or marketing director putting together a marketing plan, here are a few things to consider, key advantages that show how telemarketing can be highly beneficial for your business:

Six advantages of lead generation telemarketing

1 It’s cost-effective.

Sometimes contrary to received wisdom, telemarketing is extremely cost-effective, especially when compared to other channels. It allows you to directly engage with potential customers, ensuring that your marketing budget is spent on reaching exactly the right audience and with advanced technology supporting campaigns, operational costs are low. For enterprises selling high-cost products and solutions, a qualified lead can be priceless. One sale and a campaign will pay off many times over.

2 Immediate feedback

Telemarketing provides real-time interaction with potential customers, allowing you to gather valuable feedback on your products and services as the campaign moves along. Insights gained can help you fine-tune your offerings and address any concerns or questions that may arise, ultimately leading to increased customer satisfaction. Unlike other channels, telemarketing is interactive; it’s a live dialogue with your prospects so objections can be identified and even overcome before your sales director steps in to progress the qualified lead.

3 Personalized approach

Telemarketing enables you to tailor your communication to the unique needs and preferences of each prospect. By personalizing your interactions, you can create a more positive and lasting impression, fostering stronger customer relationships and boosting loyalty.

4 Greater reach and flexibility

With telemarketing, you can reach out to potential customers regardless of their location, allowing you to expand your market and tap into new opportunities. Additionally, telemarketing campaigns can be easily adjusted and adapted based on the response rates and performance, ensuring that you optimize your marketing efforts for maximum effectiveness. Once a campaign is in progress, feedback can be reviewed daily and small changes made to your approach as needed.

5 Reporting

Telemarketing offers a wealth of data that can be used to measure and analyze the success of your campaigns. Key performance indicators (KPIs) such as call volume, conversion rates, and average handling time can provide valuable insights into the effectiveness of your marketing efforts and guide future strategies.

6 Quality

Telemarketing is an excellent tool for generating high-quality leads and setting appointments with potential customers. By qualifying prospects and identifying their needs, you can streamline your sales process and focus on opportunities with the highest potential for conversion.

7 Speed

Telemarketing not only delivers results, but it lets you move quickly. Where e-mail or other advertising campaigns are essentially slow-burn efforts, lead generation telemarketing delivers leads “today”. Sales teams need a constant flow of qualified new opportunities to hit their targets; telemarketing is best placed to deliver that.

With so much to gain, act now

By incorporating telemarketing into your marketing strategy, you stand to gain a competitive edge in the marketplace at a very completive cost. At eCS, we believe that harnessing the advantages of telemarketing can lead to significant growth and success for your business.

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