Telemarketing lists are food for telemarketing. Their quality determines the success in telemarketing campaigns.

1. FOOD FOR TELEMARKETING
HOW DO WE DIVIDE TELEMARKETING LISTS IN
OUTBOUND TELEMARKETING?
BEST PRACTICE & REAL CASE STUDIES
By Patrik Pavel,
Sales Director UniCall Communication Group Central & Eastern Europe
November 2013
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2. Agenda
- Briefly about UniCall
- What are telemarketing lists?
- How do we divide the lists?
- B2B vs. B2C lists & case studies
- Public vs. Private lists & case studies
- Existing vs. Generates lists & case studies
- Offline vs. Online lists & case studies
- Conclusion
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3. Briefly about Unicall
- Established in 2006
- 11 call centers in 6 countries with multi-languages sites
- Approximately +1000 employees
- Strong involvement in branch associations and federations for commercial
and service enterprises in all countries that UniCall are present
- Full service call center - provider with all the services within the outbound &
inbound telemarketing as well as back-office
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4. What are telemarketing lists?
- Telemarketing lists = lists of telephone numbers of different types to which
telemarketers call to market product, service to the prospect at the other end
- Telemarketing lists = food for telemarketing, as food they need to be nutritional
to produce good results. Junk brings low results and trouble.
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5. How do we divide the lists?
- By prospect type: B2B or B2C
- By ownership: Public or Private
- By origin: Existing / Generated
- By source: Offline / Online
The addresses (= telephone numbers) in lists can also
be divided by „temperature“ – from cold to hot. Generally
the address get hotter with more info about the prospect attached to it and with better
targeting of the telemarketed product.
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6. Telemarketing lists division
B2B and B2C telemarketing lists
Generated lists
Existing lists
Offline
Online
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Private
Public

7. B2B lists vs. B2C lists
B2B lists: Telemarketing list to
-
-
B2C lists: Telemarketing lists to
address businesses of SOHO-SME
address end users/consumers of
size for mass telemarketing
product or service
Price: Depending on the amount of
-
-
Price: Costs may vary from about CZK
detail, ca. up to CZK 3/subject, if not
1 to ca. CZK 100 (΄s) per telephone
too specific
number
Specifications: May have all sorts of
-
-
Specifications: Range from “cold“ to
details, ranging from field of business
(NACE code) to e.g. revenue, number
information with it, “freshness“ or level
of employees, etc.
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“hot“ lists depending on the amount of
of desire of the prospect (lead)
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8. B2B list use case study
- The task: A top online player wants to acquire more registered advertisers for a
yearly fee by telemarketing as volumes from other campaigns are decreasing.
- The approach: UniCall use lists provided by Client (registered advertisers free of
charge) and public B2B lists washed against the non-preferred characteristics.
Performs telemarketing and soft collections.
- Benefits & Challenges: The volume of new paying advertisers acquired by
telemarketing increases significantly. Need to work with the lists in detail (CRM),
need to up-grade the product.
- Temperature 60°- prospects aware of service, service has a decent benefit
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9. B2C list use case study
- The task: A top utility provider wants to sell their services through direct sales
force to households on solicited appointments booked by telemarketing.
- The approach: UniCall use public lists filtered by region for utility coverage. Book
appointments using an in-house built and client-tailored application.
- Benefits & Challenges: The advantage is growing new sales channel avoiding
conflict with law or local notice. Challenges may be the seasonality for booking
appointments (summertime), conflict with other campaigns and channels. Sales
verification in place for quality assurance.
- Temperature 40°C – only geographic segmentation
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10. Existing lists vs. Generated lists
-
Existing lists: General term for
-
Generated lists: Lists
lists of different qualities and
prices. Important to follow
campaigns by Client / Call
legislation for public lists.
center task. Feature age,
Price: Costs may vary from
interests, shopping habits,
zero to price X
-
generated in offline / online
utility spending or other
Specifications: Quality range
-
Price: Costs higher
from great to poor
-
-
Specifications: Likely higher
rate
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11. Existing list use case study
- The task: A top financial institution wants to acquire new customers by
telemarketing using a third party list
- The approach: UniCall finds a decent third-party list that has a relation to the
Client’s product (insurance -> travel) and segment the list by the Client’s
specifications to achieve a good hit rate.
- Benefits & Challenges: The advantage for the third party may be an increased
loyalty of the customer base, the advantage for the Client is a higher hit rate.
- Temperature 75°C – must be fresh and well targeted
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12. Generated list use case study
- The task: A top telecom provider want to increase the volume of customers
acquired from competitor
- The approach: UniCall in cooperation with an online specialist run a campaign –
user that leave personal and other details take part in a prize draw. UniCall
telemarket the telecom service on the leads from campaign.
- Benefits & Challenges: Very high conversion rate due to fast processing and
knowledge of details. Challenge may be the telecom process – credit
check, contract signature.
- Temperature 65° – great gross hit rate, lower net rate
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13. Public lists vs. Private lists
-
Public lists: Lists of collected from
-
Private lists: Lists are provided by
“yellow pages“ or other offline / online
directories
-
Client for up-sell / cross-sell /
telemarket third-party product / service
Price: Provided by list brokers that
(affinity marketing)
also washes and updates the list.
-
Costs are lower.
-
Specifications: Mostly carry little
detail and little level of segmentation
(sex, region)
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Price: Costs very from zero to price X
when using a third party´s list
-
Specifications: Higher level of detail
and segmentation, well targeted

14. Public list use case study
- The task: A top deal-of-the-day website wants to register a huge amount of new
advertisers within a short period of time.
- The approach: UniCall use public lists filtered by region and by field of business.
Then perform telemarketing and register new advertisers.
- Benefits & Challenges: Massive campaign in a short period of time. Challenge
may be finding the right profile from the public list.
- Temperature 70°– hot topic, agents love it (consumer benefit)
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15. Private list use case study
- The task: A top financial institution wants to up-sell and cross-sell on their list of
existing customers.
- The approach: UniCall use private lists to cross-sell based on the client's
training and long term UniCall experience and best practice (bank, telco, utility,
online references)
- Benefits & Challenges: The advantage is using UniCall experience from other
projects and campaigns. A challenge may be to achieve expected hit rate in case
where the list been recently used and is not fresh.
- Temperature 80°C – when well targeted and fresh
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16. Offline lists vs. Online lists
-
Offline lists: Lists existing or generated
-
Online lists: Lists existing or generated
“offline“ Examples: yellow pages, leads
online. Examples: yellow pages online,
from telemarketing, etc.
leads from online campaigns.
-
Price: Costs may vary.
-
Price: Costs may vary.
-
Specifications: Quality may also vary
-
Specifications: Quality may also vary
depending on the origin, age, targeting.
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depending on the origin, age, targeting.

17. Offline list use case study
- The task: A top telecom provider and mobile telephone manufacturer want to
increase sales of contracts and handsets through telemarketing
- The approach: Agency and call center run a “street“ campaign. Leads are
collected in public places and stores. Prospects answer questions in
manufactures questionnaire and take part in prize draw. Telemarketing follows.
- Benefits & Challenges: Very high conversion rate due to details. Challenge may
be telecom process – credit check, contract signature.
- Temperature 70° – good quality leads with great benefits to telecom &
manufacturer
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18. Online list use case study
- The task: A top utility provider want to increase the volume of customers from
internet.
- The approach: UniCall with cooperation with online specialist run a campaign in
comparison site.
- Benefits & Challenges: Very high conversion due to comparing (prospect’s own
will) and fast and effective UniCall process
- Temperature 90°C – up to 50% hit rate
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19. Conclusion
The origin, source, type or other specifics of telemarketing lists does not necessarily relate to success
in telemarketing. The determining properties are level of the detail with the address, targeting of the
telemarketed product or service, age and wearing out of the list and also the process and its speed
and efficiency.
Old addresses
Targeting
Leads
Private
Worn-out addresses
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20. Thank You For Your Attention!
Patrik Pavel, Sales Director
tel: +420 731 700 900
mail: patrik.pavel@unicall.cz
Skype: pp.patrik
Unicall Communication Group s.r.o.
České Budějovice & Praha
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