The Acadia team explores the differences in telemarketing and lead qualification. They aren't the same!

1. ACADIA LEAD MANAGEMENT SERVICES
ACADIALEADMANAGEMENTSERVICES
Telemarketing
or
Lead Qualification?
They’re not the same!

2. ACADIA LEAD MANAGEMENT SERVICES
 Telemarketing – A method of direct marketing in
which a salesperson solicits prospective customers
to buy products or services, either over the phone or
through a subsequent face to face or web
conferencing appointment scheduled during the
call. Telemarketing can also include recorded sales
pitches programmed to be played over the phone
via automatic dialing.
Telemarketing: The Definition

3. ACADIA LEAD MANAGEMENT SERVICES
Telemarketing: Just the Basics
 Callers call – that’s it!
 Telemarketers provide you with BASIC metrics.
Status # of Calls
Busy 13
Not in 38
Not interested 137
No answer 111
Left message 235
Notes
6/18: On hold too long.
6/19: Email sent.
6/20: Won’t come to phone.
6/20: Left message.
6/20: Sent invite.
6/21: Left message #2.
6/21: On vacation.

4. ACADIA LEAD MANAGEMENT SERVICES
 Lead Qualification – Lead qualification involves more than
just dialing or verifying contact details. It includes
gathering data on a prospect (or the company they
represent), data that qualifies them for a certain product
and/or service. By gathering answers to probing
questions, a company can prioritize their leads and focus
on those most likely to convert to sales in the short term.
These are often considered “qualified leads.” Lead
qualification can also provide valuable insight and
business intelligence! This helps future campaigns/sales
AND educates the client along the way.
Lead Qualification: The Definition

5. ACADIA LEAD MANAGEMENT SERVICES
Lead Qualification – BI and More!
 Lead Development Reps provide BUSINESS INTELLIGENCE.
Date Call Status Notes
5/20/14 Soft
Appointment
Set
Jennifer has been investing her time in cloud research and is
considering it. She trains teachers during the summer break and
will be too busy to attend the luncheon. She would like a callback
after August 14, 2014 due to her schedule. Call on her direct line,
(770) 555-1334.
5/20/14 Soft
Appointment
Set
Frank will not be able to attend the luncheon due to late notice. He
would like a follow up call to learn more about cloud computing.
Call on his mobile phone, (440) 555-1233.
5/20/14 Soft
Appointment
Set
Valerie would like to review the invitation again via email. She
would also like a follow up call as soon as possible so she can
confirm attendance. She is currently working on a cloud computing
solution for her company.
5/18/14 Soft
Appointment
Set
Doug is a current client and would like to convert his electronic
health records. He needs to learn more about HIPAA compliance,
what he must purchase, and the support offered. Caller (JLY) will
gather this information and call Doug back today.

6. ACADIA LEAD MANAGEMENT SERVICES
Telemarketing vs Lead Qualification: Summary
 Telemarketing – Callers call:
 Provide you basic summary results
 Can verify contact information
 Can work fast (quantity not quality)
 Lead Qualification – Same as above plus data that:
 Shows your market positioning
 Helps you write your value statement
 Helps you evaluate your resonance
 Helps you prioritize your leads (lead scoring) or
determine an opportunity’s value
 Tells you what sales stage prospect is in. And more…

7. ACADIA LEAD MANAGEMENT SERVICES
Telemarketing vs Lead Qualification: The Teams
Lead Qualification:
 Project Manager
 Lead Development Reps
 Data Manager/Report Creator
 Quality Assurance
 Technology Manager: Understands the TOOLS of the trade – and
helps integrate results with salesforce automation (CRM),
marketing automation, etc.
Telemarketing:
 Caller
 Project Manager

8. ACADIA LEAD MANAGEMENT SERVICES
The Differences at Work! A Case Study
 We completed two identical campaigns.
 Method 1: Telemarketing
 Method 2: Lead Qualification
 Project: Invite prospects to an event via
telephone and gather client information
 Client: Large international software
corporation
 Deliverable: People in seats!

9. ACADIA LEAD MANAGEMENT SERVICES
Telemarketing: Sample Call
 Telemarketing caller: “Hi. I’m with
Corporate Inc. Would you like to visit our
booth at the Big Expo next week?”
 Prospect: “No thanks.” or “OK.”
 Telemarketing caller: “Thanks. Goodbye.”
or “Great, I have you on the list…”

10. ACADIA LEAD MANAGEMENT SERVICES
Lead Qualification: Sample Call
 Lead Development Rep (LDR): “Hi. I’m calling for Corporate Inc.
Since you are attending the Big Expo next week, we’d like to invite
you to visit our booth. We can discuss your company’s upcoming
needs and whether we can help.”
 Prospect: “Thanks. What do you do?”
 LDR: “We provide software solutions for all price ranges and
company sizes. We have some new solutions we’d love to demo for
you at Big Expo. What software issues is your company currently
grappling with?”
 Prospect: “I’m not the IT decision-maker. That would be Sam.” OR
“I’m busy during the Big Expo but I’d love a call from Corporate Inc.
the following week.” OR “Yes, what time?”

11. ACADIA LEAD MANAGEMENT SERVICES
Telemarketing: The Results
 Rows and rows of numbers – difficult to process.
 Not helpful for future campaigns.

12. ACADIA LEAD MANAGEMENT SERVICES
Lead Qualification: The Results
 More information gathered, more options for reporting.
 Visual reports with meaningful data help with decision making and
future planning.
Event Pending -
waiting on RR contact,
39%
Event
Pending - RR
contact made,
9%
Event Scheduled, 15%
Event Complete/Need
Spec Info, 14%
Event Complete/NO
change to SPEC, 5%
Event
Confirmed/MSC
CONFIRMED,
11%
Event Declined, 2%
Event Canceled, 1%
Event Returned to
Acadia, 4%
0
50
100
150
200
250
Event
Registration
Soft
Appointment
Info Requests
for Client
Not Interested Bad Number,
Do Not Call, No
Longer
Employed,
Wrong Contact
CAMPAIGN RESULTS Today Total
Event Registration 0 1
Soft Appointment 3 13
Info Requests for Client 4 9
Not Interested 26 64
Bad Number, Do Not Call, No Longer
Employed, Wrong Contact
83 224
Communication Attempts (No Contact
Made)
469 1334
Date Call Status Notes
5/20/14 Soft
Appointment
Set
Jennifer has been investing her time in cloud research and is
considering it. She trains teachers during the summer break and
will be too busy to attend the luncheon. She would like a callback
after August 14, 2014 due to her schedule. Call on her direct line,
(770) 555-1334.
5/20/14 Soft
Appointment
Set
Valerie would like to review the invitation again via email. She
would also like a follow up call as soon as possible so she can
confirm attendance. She is currently working on a cloud computing
solution for her company.
5/18/14 Soft
Appointment
Set
Doug is a current client and would like to convert his electronic
health records. He needs to learn more about HIPAA compliance,
what he must purchase, and the support offered. Caller (JLY) will
gather this information and call Doug back today.

13. ACADIA LEAD MANAGEMENT SERVICES
 We provide more than just dials! We PARTNER!
 We return meaningful results and usable data.
 We help clients use these results (planning, integrating
with your SFA or MAT, and more).
 We recommend next steps and future campaign
strategy.
 We help you see what works and what
does not!
The Acadia Solution

14. ACADIA LEAD MANAGEMENT SERVICES
Acadia Lead Management Services
acadialms.com
acadia@acadialms.com
888-247-5846
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