Does Telemarketing Still Work in 2022?
The days of Telemarketers reading directly off scripts and submitting high-quantity, low-quality leads are over. Modern Telemarketing is a vastly different service in 2022, but does it still work?
Some claim that telemarketing is ‘dead’, however you have to consider the point of view that the people making these claims are coming from and whether or not they have a true understanding of telemarketing, as a modern lead generation mechanism. You could argue that a more relevant question than ‘does telemarketing still work in 2022?’ would be: ‘how has telemarketing evolved to still be an effective B2B lead generation tool?’.
The Telemarketing You Know No Longer Exists
Forgetting the past for a minute, the efficacy of telemarketing, as a lead generation method, depends on many factors, one of the most crucial being whether you deploy telemarketing as a B2C or B2B company. Don’t get the wrong idea, B2C telemarketing is still alive and can be effective, however it’s important to stress that we are talking strictly about telemarketing as a B2B lead generation tool.
Previously, telemarketing has been seen as a numbers game. telemarketers would use automatic diallers to call as many, so called, prospects as possible, reading from a script and getting off the phone as soon as possible. This method of telemarketing, sending off low-quality leads in bulk, is dead. This may seem dramatic, but B2B marketing (as a whole) has evolved. With many more tools and methods of generating high-quality leads in 2022, telemarketing services have had to adapt. This is true of many other B2B lead generation mechanisms too. Depending on the route to market you take, there will always be a discussion based around its efficacy and how it’s adapted to keep up with other tools.
Telemarketing is a vastly different service in 2022, than it was even just a few years ago. Quality over quantity is an important factor of how modern telemarketing is used, 50 leads that convert will always be better than 100 leads that don’t. In addition to this, the way that leads are generated using telemarketing has changed. Intelligently sourced data allows professional telemarketers to speak to relevant decision makers who are likely interested in the product or service that is being discussed. Not only this, but having natural, yet structured, conversations with these decision makers will always result in higher quality lead generation, as opposed to reading a script word-for-word. This can only come from taking the time to truly understand the solution you are calling about, integrating seamlessly with the clients’ sales and marketing team.
Due to presumptions, based off what was previously known as ‘telemarketing’ just a few years ago, some marketers dismiss telemarketing as an effective lead generation method, but luckily the majority will be able to identify the issues with the claims that some people make about the service.
‘Social media and content marketing has made telemarketing obsolete’, whilst yes, digital and content marketing efforts can be very effective, they come with downfalls. For example, ensuring that you reach your target audience can be a difficult issue to tackle, so marketing resources could be wasted. However, modern B2B telemarketing, using intelligently sourced data, allows you to only speak to the decision makers who are likely interested in your offering. Not only this, but using telemarketing, you can build an extensive sales pipeline of leads that your team may have otherwise missed, simply due to timing. Ensuring that you can target prospects when they are reviewing their incumbent solution helps provide a higher ROI on your marketing efforts.
Another misconception about telemarketing is that, because some people have seen a decrease in the number of ‘cold calls’ they receive, they assume that telemarketing is ‘dead’. However, this is actually a positive comment. Due to the increasing number of marketers utilising digital marketing techniques, phones ring less often than they once did. This means it’s easier to fit telemarketing into your marketing strategy, as a call can be perceived as more personal than a mass-mailer, for example, and can stand out in a sea of marketing content.
When discussing whether telemarketing is ‘dead’, or not, it’s crucial to understand the standpoint of the people making these claims, and the previous attempts they may have made. A great analogy for this is imagining you had a target at the end of a field and an airsoft gun. You could have the best airsoft rifle ever produced, but without a scope, it’s going to be impossible to hit the target. However, if you had a scope, but you tried to use paintballs, you still wouldn’t hit the target. Does this make the airsoft rifle bad, or is the set-up wrong? The same concept is true for any B2B lead generation method, without the correct data, professionals, and timing, you are unlikely to see worthwhile results.
Other Methods of B2B Lead Generation
It would be ignorant to pretend that B2B telemarketing services are the only lead generation tool that have had to adapt. The rise of digital marketing has caused the entire industry to change to overcome hurdles. Take, for example, email marketing.
Email Marketing services are still an effective way of increasing brand awareness, generating inbound enquiries and gathering data, however, due to the way that servers now handle cold emails and spam, email marketing has had to evolve. Automated, sequential email marketing allows businesses to combat new obstacles, with the ability to send many more personalised emails at once. Not only this, but engagement can be tracked, allowing businesses to focus on the prospects who are most likely to convert.
Social media prospecting, such as LinkedIn lead generation, has adapted in a similar way. As we all know, in order for content to be shareable, it needs to be either ground-breaking, very original or written by a popular influencer, which has had a dramatic effect on engagement ratios. However, automated tools allow you to send a higher quantity of personalised messages at one time, likewise, being able to track engagement on many different levels. Having profiled your prospect pool, you can then, as part of your sequential messaging, drip feed your content to your relevant target audience.
B2B lead generation tools, such as search engine optimisation, provide businesses with a way to be found organically by prospects, however search engines such as Google release many updates a year, which without a high level of attention and effort, could lead to your SEO strategy becoming outdated rapidly.
Modern B2B telemarketing services integrate with many other services to provide high-quality lead generation to a plethora of businesses. For example, data gathered from email marketing efforts can be utilised by professional telemarketers to generate instant leads for your salespeople to convert. This is true for data gathered from social media prospecting too. Modern telemarketing Services are more versatile than in previous years, making it easier to include in your marketing strategy. In addition, by outsourcing your telemarketing efforts to professionals, the amount of time and effort needed decreases substantially.
So, Why Can Some Mechanisms Fail to Generate Leads?
As you already know, every lead generation method has many moving parts. These can include, sourcing the correct data, using skilled agencies and more. Without all the moving parts working effectively in tandem, your lead generation efforts could fail, including telemarketing. So, how can you ensure you get the most out of your lead generation campaigns?
Outsourced Lead Generation
Taking telemarketing, specifically, there are a few steps that you could take to better ensure its success. One example of this is, if you are not confident that your current resources will be sufficient to provide effective telemarketing, it could be worthwhile to consider outsourcing your telemarketing, or outsourcing your lead generation as a whole, to professionals.
You will have gathered by now that telemarketing services have evolved drastically in the last few years, so utilising these services is not going to be as simple as hiring a ‘telemarketer’ as part of your sales and marketing team. According to Smallbizgenius.net, over 60% of sales reps say that cold calling is the worst part of their job. Outsourcing your telemarketing and lead generation, not only provides your sales team with a steady flow of high-quality leads, but keeps them motivated, allowing them to do what they do best... Selling and converting leads! With this being said, ensuring that you research and find the right company to provide B2B lead generation to your business can be vital.
Using The Right Marketing Data
Sourcing the right data for your lead generation campaign is more important than you may have even realised. It's true, a professional telemarketer will still be able to generate leads using grade B data, however, intelligently sourced data on prospects who are likely interested in your offering will generate higher-quality leads that convert. Not just this, but data needs to abide by GDPR laws. By outsourcing your data sourcing to a professional marketing or lead generation agency, you may find that the accuracy of the data sourced will allow you to achieve a far greater ROI than by sourcing data yourself. It's important to remember that marketing and lead generation agencies are sourcing data on a daily basis and therefore know what to look out for, and how to build a database of profiled prospects.
One attractive feature of modern B2B telemarketing is the seamless integration with other B2B marketing and lead generation devices. An example of this being, using data gathered from sequential email marketing to boost your telemarketing activity. Data gathered from email engagement is more likely to produce a lead that converts, as the brand awareness is already established. Not just this, but prospects who click through to links, download marketing collateral, and reply to email marketing efforts are likely already interested in the product or service your business is offering.
In addition to this, modern telemarketing can be deployed at any stage of your sales funnel, working with your marketing automation efforts. If a prospect is stuck in your sales funnel, an experienced telemarketer can call and, not only gauge why, but also help push the prospect through your funnel. telemarketing can also be used to qualify data before it enters your marketing automation suite. Modern telemarketing is not just more effective at generating leads but is also much more versatile and can have multiple use cases.
Does Telemarketing Still Work?
To answer the question, does telemarketing still work in 2022? Yes, telemarketing does work. In fact, you could argue that telemarketing works better now than ever before, focusing much more on generating high-quality leads, instead of generating a high quantity of leads. The versatility of modern B2B telemarketing, and many other B2B lead generation mechanisms, means there is no better time to fit telemarketing into your marketing strategy. As long as you research the correct agency to provide your business with effective marketing and lead generation tools and ensure that all the crucial parts are in place, you can see success using telemarketing services.
If you’d like to find out how The Lead Gen Specialists already help businesses generate high-quality leads for their salespeople, contact us today...
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