At a time when there is more and more pressure for marketing managers to generate qualified “sales-ready” leads resulting in real revenue, many companies are utilizing teleprospecting as a prominent piece of their lead generation strategy. However, even a proven marketing medium such as tele isn’t always a guarantee for success. Your results depend largely on what you put into your campaign. At TeleNet, we guide our clients through several key steps to help ensure there are no disappointing campaigns. Here are just a few of the most important…
Due Diligence – The first step in creating a successful campaign is to conduct adequate research. Our due diligence process includes discussing and defining the following with our clients …
- Product deep dive – what are you promoting and why? What problems can you solve?
- Product/Solution overview
- “Pain” identification
- Value propositions and benefits
- Common objections
- Frequently asked questions
- Competitive landscape and positioning
- Success stories
- Pertinent marketing activities – what other activities are active? Which can be integrated?
- Contact strategy – what’s your historic “sweet spot”? What’s your most powerful e-content for call-email-call strategies?
Answers to the above questions, plus many more, become the basis for developing the call guide and lay the groundwork for a successful teleprospecting campaign.
Lead Criteria Definition – Many organizations utilize “BANT” for their lead criteria. However, just saying “give us BANT leads” isn’t quite enough – instead, be sure to define each component clearly (i.e. Timeframe = ready to speak within 30 days with plans to purchase in 12 months or less). Also, gain input and buy-in from your sales management on your lead criteria to ensure expectations are aligned. Once the lead criteria and definitions are established, ensure they’re clearly communicated to sales representatives.
Data Targeting – Nearly two-thirds of a tele-campaign’s success (or failure) is based on the data targeted (aka your list). If you target outdated lists, you’ll be disappointed with the results. Similarly, if you target accounts that your sales team doesn’t want to pursue, you’ll be disappointed with your ROI. Here are a few pointers …
- Know the attributes of your company’s ideal customer profile and align it to your target data accordingly. Look at verticals, revenue/employee size, titles, installed base environment, etc.
- If your source is outdated, invest in updating your data through data append services, third-party data sources and/or contact discovery services
- Apply all appropriate suppression to avoid targeting accounts that won’t yield your desired results – for instance, you may want to suppress accounts already in pipeline and/or customer accounts.
Campaign Management – Monitor and Adjust! – Once launched, it’s critical to carefully monitor the campaign results, making adjustments along the way. We frequently analyze which markets, accounts, titles, etc. are generating the best leads and which sources are producing the highest lead conversion rates. Additionally, we look at which qualified leads are most quickly converting to pipeline opportunities once handed over to the sales team. Based on results of ongoing analysis, teleprospecting is adjusted accordingly. This hands-on management helps to ensure there are no disappointments.
These are just a handful of the key steps that TeleNet guides our clients through. If you’ve had even one disappointing campaign, let’s talk about how TeleNet can help guide you to success. Contact us today.