B2B Telemarketing ›› when does telemarketing make sense?
Posted: Sun Feb 02, 2025 9:56 am
Telemarketing has been a cornerstone of B2B technology marketing for decades, especially internationally. It is a necessary and effective technique, but as online sources and methods have evolved, experienced technology marketing teams are carefully considering the circumstances in which its use seems appropriate. The table below provides a framework (and various arguments) for using external telemarketing services at different stages of the marketing/sales cycle , and shows the information prospects need at each time.
The right time to use external telemarketing services depends on the stage of the buying cycle and the information required:
phase of the sales cycle Information required malta whatsapp data by the interested party Benefits of external telemarketing services Disadvantages of external telemarketing services
Early phase: Identification of interested parties Basic knowledge of the relevant market – which solutions offer an answer to my problems? Affordable method for large volumes; enables targeted targeting of posts and companies that *should* have the corresponding problem Before the call, telemarketing agencies have no idea who might have the problem. Cheap calls are also low-quality calls that produce low-quality data . Results can be skewed by performance incentives (e.g., a number of calls that callers must achieve).
Middle phase: nurturing identified prospects Additional information about the solution area (advantages and disadvantages, technology architecture) Gives the company a human touch; can provide a real understanding of the prospect's problem based on data from an initial contact Inexperienced callers have difficulty applying the insights gained from an initial contact. Testing different messages to improve follow-up actions is not really possible.
Late Phase: Pipeline Development solution details Detailed dialogue about the relevant problems; possible solutions are best discussed in a personal conversation Discussions must be conducted by a person who knows the individual solution exactly
The move away from telemarketing for lead generation and in the early stages of the sales cycle
Due to the above facts, leading B2B technology companies are moving away from using external telemarketing services for lead generation and in the early stages of the sales cycle. They are instead using this method to nurture prospects so that a long-term and in-depth relationship can be built with a telemarketing agency.
The right time to use external telemarketing services depends on the stage of the buying cycle and the information required:
phase of the sales cycle Information required malta whatsapp data by the interested party Benefits of external telemarketing services Disadvantages of external telemarketing services
Early phase: Identification of interested parties Basic knowledge of the relevant market – which solutions offer an answer to my problems? Affordable method for large volumes; enables targeted targeting of posts and companies that *should* have the corresponding problem Before the call, telemarketing agencies have no idea who might have the problem. Cheap calls are also low-quality calls that produce low-quality data . Results can be skewed by performance incentives (e.g., a number of calls that callers must achieve).
Middle phase: nurturing identified prospects Additional information about the solution area (advantages and disadvantages, technology architecture) Gives the company a human touch; can provide a real understanding of the prospect's problem based on data from an initial contact Inexperienced callers have difficulty applying the insights gained from an initial contact. Testing different messages to improve follow-up actions is not really possible.
Late Phase: Pipeline Development solution details Detailed dialogue about the relevant problems; possible solutions are best discussed in a personal conversation Discussions must be conducted by a person who knows the individual solution exactly
The move away from telemarketing for lead generation and in the early stages of the sales cycle
Due to the above facts, leading B2B technology companies are moving away from using external telemarketing services for lead generation and in the early stages of the sales cycle. They are instead using this method to nurture prospects so that a long-term and in-depth relationship can be built with a telemarketing agency.