How to Lock-in a Successful B2B Teleprospecting Campaign

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Watch the video at http://www.marcomproductions.com/pov_019.html …

Watch the video at http://www.marcomproductions.com/pov_019.html

The first time a B2B marketer hires a teleprospecting firm for lead generation, they typically have questions about how to ensure a successful experience. A couple of colleagues recently asked me what one piece of advice I could give them.

In this Point of View, I talk about what I’ve found to be the critical factor to lock-in a successful B2B teleprospecting campaign.

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  • Marcom Productions presents - Point of View - the on-demand webcast of B2B marketing best practices. The first time a B2B marketer hires a teleprospecting firm for lead generation, they typically have questions about how to ensure a successful experience. A couple of colleagues recently asked me what one piece of advice I could give them. In this Point of View, I talk about what I’ve found to be the critical factor to lock-in a successful B2B teleprospecting campaign.
  • Here’s the short answer: You need to clearly identify the target customer segment, and the compelling messaging that will pave the way to getting those first appointments.
  • The longer answer is this: Specifically, which companies do you want the teleprospecting company to focus on, and whom specifically in those companies do you want an appointment with?
  • One campaign that comes to mind had this target segment description: We want appointments with the chief procurement officers or VP’s of Supply Chain in Fortune 1000 manufacturing companies – specifically those NAICS codes that begin with 33, 34, and 35.
  • Whether you hire a teleprospecting firm to generate the list, or you do it in-house, the key here is making sure you have a clean list with verified telephone numbers and email addresses for each target prospect on the list. I’ve found it cost-effective to assign this to the teleprospecting business.
  • The second part of my answer relates to the compelling messages your partner will use in their telephone and email touches. There are a whole bunch of reasons why the prospect ought to meet with you, but you’ve got to focus on the single most important reason. And it has to speak to one of their shark bite-level pains.
  • The teleprospecting rep won’t have more than 8 seconds of the prospect’s attention. If you’re going to grab their interest, the message has to be concise; relevant to their pain and intriguing enough to start the dialogue. Count on iterating the message. Your teleprospecting partner will be able to give you real-time feedback to help you nail the right message.
  • From Marcom Productions, this is Point of View, the on-demand webcast of B2B marketing best practices. I’m Rich Cunningham.

Transcript

  • 1. How to Lock-in a Successful B2BTeleprospecting Campaign
  • 2. Identify the targetWrite compelling messages
  • 3. North AmericaLarge DiscreteManufacturersCPO & VP Supply Chain
  • 4. How to Lock-in a Successful B2BTeleprospecting Campaign
  • 5. @MarcomServices/Marcom-Productions/MarcomProductions/POVWebcast