For B2B companies in the UK, telemarketing remains one of the most effective marketing channels for generating new leads and driving sales. However, relying solely on telesales without utilising other tactics can significantly limit your success. Implementing a strategic B2B marketing mix that incorporates telemarketing alongside digital, print and in-person channels can produce far greater results.
Integrate Telemarketing into Your Overall Strategy
The key is to make telemarketing part of your integrated marketing strategy, rather than an isolated tactic. Your telemarketing activities should work in tandem with your other efforts to maximise exposure and reinforce your messaging across channels – working with a B2B marketing agency like Revegro telemarketing can boost results. This integrated approach strengthens brand awareness and increases the likelihood of converting prospects.
Here are some tips for effectively integrating telemarketing:
Plan Complimentary Campaigns
Schedule telemarketing initiatives to align with campaigns launching via email, social media, radio and print. This amplifies the impact of both activities. The repetition across channels will familiarise prospects with your brand and messaging.
Personalise Outreach with Insights
Arm your telemarketers with insights gathered from prospects’ website activity, social media engagement and email response history. Personalised outreach shows you’ve done your research and gets better results.
Offer Consistent Offers and Branding
Regardless of channel, prospects should receive consistent messaging and offers. Make sure telemarketers are equipped with the same brand guidelines, assets and promotional offers used in other campaigns.
Follow Up with Multiple Touches
Leverage telemarketing for follow-up with leads generated through digital channels and events. Telemarketing is ideal for nurturing leads with a human touch.
How Digital Marketing Supports Telemarketing
Digital marketing provides an ideal complement to telemarketing. Online activities like content marketing, SEO and PPC ads can drive traffic to your site and generate leads to be qualified via telemarketing.
Here are some of the most effective ways to use digital marketing to support telemarketing success:
- Blog Posts – Publish educational content focused on prospects’ pain points and challenges. Include strong calls-to-action to visit your site and download relevant resources. Use telemarketing to promote new blog content to qualified prospects.
- Landing Pages – Create targeted landing pages that align with your telemarketing offers and campaigns. Drive traffic to these pages through digital ads and email marketing.
- Paid Ads – Use paid search and social media ads focused on relevant keywords and interests to attract prospects to your site. Retarget those who visit with telemarketing calls.
- Email Nurturing – Send a series of educational emails to prospects to establish your brand as an authority. Use email nurturing to segment and qualify prospects before following up via telemarketing.
- Events – Promote upcoming webinars, seminars and events through email and social. Telemarketing provides the perfect medium for personalised invites and follow-up.
Capitalise on the Power of an Integrated Approach
Executed strategically as part of an integrated marketing plan, telemarketing can be exponentially more effective. Coordinating your telemarketing and digital activities creates an omnichannel experience that nurtures prospects from initial discovery through to conversion. With multiple touches across channels, prospects will come to know and trust your brand.
