Are you engaging differently with prospects at different stages in the Sales cycle?

By monitoring and analysing contacts’ behaviours across multiple channels, you can determine what kind of content they’re responding best to, what subjects interest them, in which format they prefer to receive information. This knowledge enables you to tailor what you say to whom, reshaping the way that business can communicate with prospects and customers to drive lead generation and more importantly, valu­able pipeline engagement at the right touch point to close a sale.

The activity of prospects enables us to score leads according to behaviour. This can be mapped to our CRM, allowing us to manage leads and pass on only the ones which have been nurtured through the sales process and are ready for closure. This helps to improve close rates and the quality of the leads that are passed to Sales.

Gone are the days when we can blast the same message across our entire database. Prospects are at different stages of the sales process; some may have only just visited your site for a look around, some may have downloaded a whitepaper, others may have attended a whole series of web­casts, registered for a demo and joined your online community. These people need (and expect) to be treated in different ways.

Find out more in our Marketing Engine article >>

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Prospect Communication for Business Insight

Telemarketing is the most interactive marketing medium available. It allows you to answer your prospects’ questions, address their concerns, and immediately overcome any objections. It is instrumental in complementing and adding a personal touch to other, more “arms-length” activity.

On the practical side, it’s highly flexible. You can adjust your strategy at any point, you can change your offer and your audience in a single call, you can increase and decrease the hours as required.
Key benefits:

  • Telemarketing provides you with immediate feedback & valuable information. This should be reviewed and analysed in order to respond
    quickly to your audience’s response. It helps you hone your message and understand what your targets are really interested in hearing about.
  • Telemarketing is the only form of promotion that requires an immediate response. It can’t be ignored. That can’t be said of an email.
  • Telemarketing provides you with a captive audience the minute the phone is answered. You are immediately engaged in 2-way communication.
  • Telemarketing provides you with increased potential to improve your business. As a fundamental part of the Marketing mix, it is essential not only to lead progression, but also to client retention, knowing your customers better as well as traditional uses such as appointment setting, event drives and follow-ups.

Find out more in our How to Guide: Moving Prospects Through the Buying Cycle >>

moving prospects through the buying cycle

Delivering ROI against investment in CRM tools

In a recent project, the introduction of human contact in the form of telemarketing was key to success. The exercise has enabled the organisation to deliver ROI against its investment in both Eloqua and sfdc. It has provided them with a factual and valuable pipeline and, strategically, has turned what had been a cold market into one that is warming up well.

Telemarketing highly interactive, giving prospects the opportunity to ask ques¬tions, provide feedback and start engaging. It also allows us to understand and overcome objections. It is instru¬mental in complementing and adding a personal touch to other, more “arms-length” activity.
Key points

  • The exercise as a whole has aligned the client’s Sales and Marketing teams more closely and has established a framework for the lead process within their company.
  • By introducing lead scoring and identifying a specific target audience, we established a basis for the client in order to focus their limited bandwidth in the region.
  • The intelligence gathered in the exercise has helped the organisation to develop its growth strategy, and by analysing where the most up-take has been has meant that the direction of geographical expansion plans has changed.
  • Resources can be directed into those areas with the greatest potential growth.
  • Marketing is able to make efficient use of its budgets by conducting targeted programmes which deliver a better ROI.

Read the full case study here

The path to targeted growth

An organisation specialising in accountancy software was feeling increasing pressure from its competition. Existing clients were being drawn elsewhere and prospects weren’t turned on by its proposition.

They recognised the need to refocus their product and service offering, but in order to do that successfully, they needed to stand back and take an objective look at their data. Was it accurate? Was it current? What were clients and prospects actually looking for in an accountancy solution?

Find out how they:
· reduced customer churn
· saved on Direct Marketing costs
· increased the number of Sales-ready leads

Download our case study to targeted growth >>

People buy from people

One area that stays constant is the need to build direct HUMAN CONTACT into a truly integrated programme. In this day and age it’s easy to distance ourselves from our audience and hide behind a digital persona. But it’s amazing what you can discover about your customers and prospects when you actually engage with them on a one-to-one level.

Yes; it may be unfashionable to say so, but we’re fans of picking up the phone and actually talking to people to move them through the sales cycle.

Use all the tools and expertise at your disposal in order to deliver impactful programmes, taking into account language, culture, market sizes and available channels to market. This delivers campaigns to move opportunities through all the stages of the customer journey, from acquisition to nurturing, to up- and cross-sell and ongoing retention in order to identify and maximise revenue-generation opportunities. And don’t forget to measure the results!

Download our guide to demand generation >>