is telemarketing part of my marketing mix? how do i achieve quality lead generation and what are the...
TRANSCRIPT
Is telemarketing
part of my marketing mix?
How do I achieve quality lead
generation and what are the 5 key success factors in telemarketing?
The history
1970’s 1980’s 1990’s 2000’s
• ‘Marketing’ is an immature management practice within most SMB organisations.
• The management science of telemarketing has evolved considerably over a number of decades.
• HOWEVER telemarketing is (at best) advanced common sense!
• So why does Telemarketing need to be part of your marketing mix:– It is a key initiative for recessionary times
• It puts you in control of proactively managing the client relationship
• It enables you to cost effectively deepen existing relationships and find new business opportunities.
• It helps you to manage, forecast and prioritise all sales activity.
• It provides you with deep insight into your marketplace through effective CRM practices.
How to achieve quality lead generation?
MacroPerspective
How to achieve quality lead generation?
MicroPerspective
People and Data
People – Best Practice Data – Best Practice
Good telemarketing people:
Career marketing peopleExtrovertMethodicalStarter/completersTrained in telephone communicationPhone is their communication preferenceComfortable with relatively limited technical product knowledgeVery good listeners
Data is about more than just names and telephone numbers.
Data becomes out of date very quickly.
Data requirements change based on complexity of proposition and size of company.
Complex solution selling requires comprehensive customer insight.
Application of CRM best practices is critical.
Data gathering is a long term and organisational wide commitment.
Yes, but where do I start?
• Which Microsoft services offer me the best revenue potential and fit with my customers and prospects needs?
• Do I have the necessary track record and competencies to win business in this area?
• Who is my target market?
• What are my key selling messages?
• What is the required ROI?
ROI Ready-Reckoner
Target audience 700 organisationsPenetration rate 70%Completed Contacts 490Average contacts/hr 4Telemarketing hours required 123Average cost/hr 30Cost of campaign 3,675
Conversion rate (contact to qualified lead) 20% Banta 6 and 5Short term leads from campaign 98Conversion rate (qualified lead to sale) 20%New sales 19.6Average order size 2,000 20 Windows 7 licensesIncremental revenue 39,200
Telemarketing cost as a % of incremental revenue 9%
How do I get it right?
• Make your sales strategy direct your telemarketing campaigns.
• Put the appropriate effort and intelligence into the campaign design.
• Get the right resource.
• Manage the process proactively.
• Data quality has the single biggest impact on success. Data is always imperfect, however, proactive data management and quality control pays significant long term dividend.
