In this post, we?ll try to take a broader and longer-term look at B2B telemarketing campaigns and find out some key insights on determining the level of productivity that these projects can provide a business in the long-run. That?s what we want right? We want solutions that work not only in the current marketing year or the next but the periods after that as well.
B2B telemarketing is very much a part of the modern marketing strategy despite core changes in the way that lead generation projects are being conducted. Today, it plays a transformed yet still fundamentally similar role in the marketing mix. Accordingly, cold calling will continue to be a component of the toolkit.
As such, it?s important to look at expert services with a longer time horizon than just the current year. Here are four considerations on gauging longer-term B2B marketing productivity:
Performance Consistency
Typically, we gauge effectiveness and efficiency using metrics and analytics that are projected and measured on a per-campaign basis. We normally look at the ROI of a specific in-house or outsourced marketing project and compare it to a previous reading or forecasted value in order to make our assessment.
However, on a longer-term time horizon, ROI and other telephone marketing performance indicators need to show a consistent or improving trend in order for your targeted marketing project to be labeled as ?viable? in the long-run. Of course, there?s no way for us to predict with absolute certainty what our B2B campaigns will do in the next marketing years. But we can make certain projections for now and compare actual measurements when the time comes.
Contribution to Revenues and Earnings
What percentage do sales leads contribute to the overall revenue figure? More importantly, how does calling affect profits? In general, a marketing strategy can be considered good for the long-run if it increases both top-line and bottom-line figures. This rule applies to all marketing channels being used including telemarketing.
The concept of ?sustained marketing? underscores the importance of comparing how channels like telemarketing impact short-term revenues and profitability from period to period in order to determine whether a certain platform can produce the needed growth that the business is targeting. Otherwise, such a strategy would only be a temporary tactic.
Brand Building
In order to be viable in the long-run, your B2B telemarketing projects need to reflect your company?s branding efforts. But how does calling your prospects do this?
Telemarketing should become part of the experience that your customer or prospects are looking for in engaging with your company. Every aspect in the marketing campaign ? from your script to your staff ? should be centered on prospect/customer education not product promotion. Information is what characterizes the brand experience that B2B customers/prospects are demanding. That?s why it should remain at the core of your campaigns.
Customer Relationship
Sustainable marketing channels help build strong customer relationships not only for enhancing the potential for repeat business or reduced marketing costs but for achieving the intangible benefits of a loyal customer base as well. Telemarketing does have a place in a relationship-building marketing strategy because of its distinctly personal nature. That?s why you need to evaluate how your own cold calling efforts or a partner company?s telemarketing services generate not only leads but loyal customers as well.
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