Integrating Telemarketing with Multi-Touch Campaigns to Generate and Nurture Leads

Web SeminarMarch 17, 2009Integrating Telemarketing with Multi-Touch Campaigns to Generate and Nurture LeadsSusan Linman, PresidentChris Carson, Business Development Manager and Teleservices TrainerAgendaWelcome and introductionsIndustry trendsIntegrated marketing campaigns– Approach– Telemarketing optionsBest practicesCase studies Q&AA Case for Lead Generation Telemarketing Response to email (rented lists) is low and costs per lead are high(Response and cost to send email to inhouse lists is still excellent)Companies must do direct mail and/or telemarketing to reach target audience for whom they do not have email addressesTelemarketing provides opportunity to identify low hanging fruit at the same time as generating long term leadsTelemarketing is excellent tool for integrating online and offline programsDirect contact moves prospects from inquiry to qualified leads and appointmentsTelemarketing can be a quick start-up tool with immediate resultsTelemarketing is extremely scalableIt’s the hot “new” tool for generating and nurturing leadsTelemarketing Trends in 2009Industry trends– 58% of B2B marketers in recent survey** use telemarketing to generate leads– 43% are increasing spending on telemarketingResponse rates– Direct Marketing Association report lists telemarketing as highest response rates among lead generation programs - 5.53%Top companies are using telemarketing for lead generation– Companies such as Cisco, Microsoft and Oracle– Combining telemarketing with all other online and offline programs (campaign driven)– Xerox increased sales goals 50% after implementing program**Interactive Marketing and Research of NCBudget Conscious Marketing in 2009Growth in online and social media – (that’s another webinar……)Growth in teleservices– Appointment setting – continue spending on programs closest to sales pipeline– Data appending – invest in a smaller, more targeted audience– Data cleaning – focus on up-to-date prospects– Boosting other marketing programsIntegrated Campaigns Based on the Sales ProcessID Target BuildGenerateNurtureSalesProposalAudienceAwarenessLeadLeadAppointment$$$Building RelationshipsCreate campaigns for each stage in the sales processMost successful campaigns are multi-touchAlways move toward building stronger relationshipsWhen to Include TelemarketingID Target BuildGenerateNurtureSalesProposalAudienceAwarenessLeadLeadAppointment$$$Data CleaningData AppendPre-callMktg1st TouchDatabase ProgramCold CallRegularBuildingCalls1st TouchRespond toMktg(touchesCold CallRep CallsOnlineProgramwith offers)MktgTouchFollowupTele-ProgramTele-InvitationFollowupInvitationIntegrated Marketing Campaigns to Drive ConversionsOnlineEventsTradeshowsMailingsTelemarketingWebsiteWebinarEmail BlastTeleExhibitsInvitationSEODirect GeneratePPCPre-showMailingsSeminarsLeadsOnlineMailingsAdvertisingCustomerTeleNurtureNewsletterEventsQualifySponsorshipsOn-SiteNurtureLong Term SeminarsE-mailWhite PaperPrivate LeadsPlacementsDemosPost-EventSalesExecutiveGiftConvert Leads Executive MeetingApptMailingTo SalesDinnersDinners$Telemarketing Best Practices1.Plan integrated campaigns using telemarketing as touches–Building relationships / *long term relationships extremely important–Managing the message / handling objections–2-way communication to generate, qualify, nurture and rekindle leads2.Always plan on primary and backup desired outcomes for each call, for example:–Calls to set appointments–If not ready for appointment, register for webinar–If not interested in webinar, send whitepaper3.Get maximum value from each call–Strive to achieve original objective (i.e. qualify lead, event reg, appointment)–Update and clean data–Add additional contacts from target account (ask for referrals)–Always ask for email address and opt-in permission–Get industry survey data–Close on next step (i.e. send email, follow up call, newsletter mailing, etc.)Telemarketing Best Practices continued4.List is the most important element–Target accounts and contacts–Accurate, up-to-date information–Database includes account status and previous activities5. Develop script that works–Conversational (make sure talking points and open ended questions included)–Plan for all possible responses (yes, maybe, no, never)–Plan on method for getting through gate-keeper–Leave voicemail on last attempt6. Improve connection rate–Call at various hours–Dial differently (call the main line and ask operator to connect, zero out of voicemail)–Build relationship with gate-keeper–Use call as 2nd touch•Send business letter or email•Send dimensional mailing •Send invitation–Name drop