Today’s B2B marketers are all too aware of the power of the mobile phone. They know that there are over 6 billion people with mobile phone subscriptions worldwide. And they know that to reach this audience, they have to devise and implement a mobile marketing strategy.
Marketing on the Move
A mobile friendly web design has become a must-have for any website owner, as has creating mobile friendly content. The more tech savvy marketers have also used location information provided by mobile phones to target prospects based on their physical position.
Smart B2B marketers are harnessing new technologies and applying knowledge of mobile devices to their marketing strategies.
Smarter B2B marketers are remembering the original use of mobile phones, and using that to inform their marketing strategies.
Using Phones for … Phoning?
As more and more prospects own mobile phones and the capabilities of the devices are advancing, B2B marketers are starting to overlook their main function: to make and receive calls.
A recent survey by Software Advice (2013) analysed the most used communication channels by B2B marketers. In-house email marketing, SEO and Social Media took the top spots, while the use of telemarketing was significantly less, coming in at position 7 overall.
Active Vs Passive B2B Marketing
From this survey, we can see that today’s most commonly used B2B marketing strategies involve creating content, social media posts, and designing websites. Marketers are generating content then relying on the prospective client to find the information and act on it. This is known as passive marketing, and generally works for brand building over a long period of time. However passive marketing strategies take a significant amount of time and budget that many B2B marketing companies simply do not have.
In the B2B space where buyers have the power, active marketing efforts most often produce a higher ROI. Active marketing involves continually reaching out to prospects until you get in touch with them. As Over 80% of today’s B2B sales are made after the 5th contact, this is often a necessary strategy.
Picking up the phone and having a direct conversation with your prospect is one of the best options for an active marketing strategy and can significantly increase lead generation and nurturing initiatives. In fact, Margin Media (2013) reported that marketers qualified over 80% of leads as high or medium quality from telemarketing activity.
Why Should I Consider Telemarketing?
Telemarketing can be a powerful business tool, particularly in the B2B space. Not only does it put you directly in touch with a prospect, but it also gives you a chance to develop a connection on a more personal level. As part of a wider marketing strategy, telemarketing can be used to generate leads, qualify prospects, follow up on a direct communication, or conduct marketing research.
B2B Telemarketing is An Art Form
So the case has been made for B2B telemarketing. It’s not one of the most glamorous forms of marketing communication, but it is its own art form.
If you do decide to go down the telemarketing route, remember that it’s not as easy as picking up the phone. Before starting out, you should identify your business objectives and how telemarketing can help you reach them. Effective telemarketing should add to the overall marketing conversation and further develop your business’s relationship with the prospect.
In order to be effective, B2B telemarketing should be strategic, considered and carried out by a professional who knows what they’re doing and remembers the golden rule – we have two ears and one mouth, to be used in proportion.