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B2B Telemarketing: The Secret Weapon For Increasing Conversion Rates

James Crowder | 9 June 2017

 Operators using a computer in call center with the camera focus on the foreground.jpeg

No business is completely satisfied with their conversion rates let’s face it, there’s always room for improvement. 

Since your conversion rates are key to your sales and profits, wouldn’t you want to make sure you’re doing all that you can to improve them?

Believe it or not, B2B telemarketing might just be the strategy your business needs to generate leads and increase conversion rates. The use of telemarketing is increasing, and the negative perception it once had is fading fast. Businesses are realising its potential, and have seen how it can facilitate a better response with leads. Like every other marketing strategy, it needs to be well-planned and effective in order to reach its full potential. Here’s how you can improve your telemarketing strategies:


Prepare in advance

Does your telemarketing team have access to all prospect data? This is essential as it will help them prepare for their calls. No matter how simple the call is, it still needs planning and preparation. You might not sound very compelling or professional if you have to make things up on the spot. Make sure that your telemarketing team knows what your objective is, and that they have access to all the necessary prospect information.  


Set realistic goals

Telemarketers are only human, so don’t expect them to know everything and do everything all at once. Develop a clear strategy for your campaign, and have an outline for each call in the sequence this will lead to a preferred outcome, like an appointment, sale, renewal, etc. Once you understand how your team operates, you can set future goals and manage expectations.  


Get personal

Telemarketers who personalise their interactions and have a better understanding of the customer are more effective than those who don’t. In this increasingly automated, digital world, we all crave a personal touch. No one wants to feel like they’re talking to a robot (unless it’s WALL-E), which is  why personalisation during calls is so important. According to Etailpro, “personalisation creates an average boost of 19% sales for those able to measure the effect.” Personalisation is a very powerful tool for boosting engagement and making prospects feel valued and 86% of prospects admit that personalisation informs buying choices.


Ensure your data is clean

We spoke about the importance of clean data in a previous blog, and we can’t stress this point enough. No matter how good you think your marketing strategy is, dirty data can ruin it just like one bad egg can ruin the batch. You can optimise your telemarketing campaign results by using freshly updated leads. The heart and soul of a successful telemarketing campaign is relevant, accurate data. A substandard database will lead to equally substandard results.  You’ll also waste time and money by calling the wrong number or calling the wrong types of businesses.


Play the numbers gam

In an ideal world, prospects will walk up to your door and beg to do business with you but that’s not how it is in real life. So you have to make sure the odds work in your favour. And remember, the numbers don’t lie: the more calls you make, the higher the chance you have of closing a deal. It’s easy to become distracted and lose focus, but try to stay on track and make as many calls as you can. No matter how many calls you make, make sure the quality of the call is consistent.

B2B telemarketing can be complex, but if you do it correctly, you could increase ROI and generate quality B2B leads. GCL is a leader in account-based B2B telemarketing, and will help you source the B2B marketing data you need for a successful marketing strategy.

For more information on incorporating telemarketing into your digital marketing strategy, download our free guide to Telemarketing in the Digital Age:
Marketing Data Guide