Industry-Proven Inbound Telemarketing Techniques to Increase Sales Prospects

Technology | 5 minutes to read

20th Oct, 2021

Creating a sound inbound telemarketing strategy comes with its share of data quality, pitch adherence, and low technology integration challenges. However, these challenges are not indispensable and can be overcome with a cohesive mix of AI and ML technologies with result-driven telemarketing techniques.

Snapshot:

    • Inbound telemarketing is an invaluable and cost-effective tool to strengthen lead pipeline and increase conversions

    • B2B enterprises face bottlenecks with database accuracy, creating the right pitch, and leveraging technology while formulating a telemarketing strategy

    • Embracing future-forward telemarketing strategies entailing sound database maintenance practices along with AI and ML capabilities will guarantee the sales success

    B2B telesales is an invaluable sales tool that retains the charm of traditional sales methodology within the modern marketing ecosystem. It helps companies reach the targeted prospects or customers to deliver a message, gather feedback, cross-sell or upsell a product and determine the next step of the customer relationship. Inbound telemarketing strategy turns the table in favour of businesses where customers take the initiative to call the company and fulfil their immediate needs. It empowers the sales team to seal the deals quickly and effectively. Many companies leverage professional telesales services to increase their bottom line.

    Inbound telemarketing techniques involve creating quality content to attract prospects and build a qualified leads pipeline. The sales team maps data across each stage of the buyer’s journey and develops a robust b2b lead generation strategy to increase conversions and strengthen the sales funnel. However, creating an inbound telemarketing strategy is not as easy as it sounds. It has its unique set of challenges, including problems of database hygiene, content creation, building personas, raising a tailored sales pitch, and more. Engaging with inbound callers requires structured tactics to deliver consistent results.

    Unlock deeper insights into how business can leverage digital marketing techniques to increase customer engagement, lure qualified leads, and boost the conversion rate of their telesales services. Read the blog “Stellar Inbound Telemarketing Techniques for Driving the Sales Momentum” to know more.

    #1 Inbound telemarketing bottlenecks 

    Inbound telemarketing might seem like a straightforward option for net new client acquisition and sales maximization. However, that isn’t the case. There are a number of bottlenecks faced by enterprises while building and implementing a results-driven inbound B2B telemarketing campaign.

    Maintaining contactability: This is the most common issue faced by enterprises while implementing B2B telemarketing services. Companies, on the one hand, slog tirelessly to develop new campaign ideas and, on the other hand, forget how customers will connect with them. Therefore, maintaining a perennial point of contact is an essential requirement for a successful inbound telemarketing campaign.

    Data dilemma: Data is king in any marketing campaign and more so when it comes to B2B telemarketing services. Building buyer personas require a fresh, enriched, and detailed database that can come in handy while dealing with inbound callers or prospects. Old, outdated, and incorrect can wash away all the telemarketing efforts in an instance. Around 98% of inbound calls fail to make a sale due to the absence of information on customer buying preferences. Having a wrong customer profile leads to call drops and failure to convince prospects for sale.

    Creating the right pitch: In the absence of correct customer data, telemarketers struggle to align their USPs, content, and communication for different leads. They also face bottlenecks with tailored marketing pitches for unique situations. A good sales pitch contains three elements, namely problems, solutions, and benefits. However, in the absence of real-time intent data, telesales personnel fail to identify the pain points and deliver a customized solution that addresses their product benefits.

    Low technology integration: Many enterprises persist with traditional B2B telemarketing services, which hampers their communication with prospects. The lack of modern technologies like AI and machine learning makes it difficult for companies to cut through piles of data and sort out leads. Furthermore, the absence of marketing automation leads to increased budgets and wasted human efforts on repetitive tasks.

    #2 Steps to overcome the above mentioned challenges 

    Embracing new wave telemarketing practices can help businesses strengthen their lead pipeline, shorten the sales cycle, and maximize sales. Inbound telemarketing is a cost-effective tool for B2B lead generation, brand awareness, building client relationships with existing and prospective customers. It also helps identify new opportunities and start a relevant dialogue with partners. Creating a successful inbound telemarketing strategy requires sound tactics and technology integration.

    #3 Build a solid B2B telemarketing database 

    Data drives productive dialogue between the prospect and the salesperson and builds trust. On the other hand, stale or incorrect data will mislead the call and end up creating a negative experience for the prospect. Getting the best results out of telemarketing efforts requires streamlined data that is regularly updated, refreshed, and enriched. A well-maintained database builds an ideal customer profile that helps narrow down the leads who are ready to purchase from the ones who are buying time.

    Further, it is crucial to expand the database beyond demographic details. Widening the database with firmographic, technographic, financial, and intent data will help drive a productive conversation and prioritize the calls. Reliable b2b data providers extract latent insights through whitespace discovery to highlight customer preferences and purchase propensity. Segmenting accounts based on their engagement levels eliminates the wastage of efforts and resources in dealing with irrelevant accounts.

    #4 Integrate artificial intelligence and machine learning tools 

    Technology tools with AI and ML capabilities cut through huge data sets and help businesses become more competitive in communicating with prospects. One of the major advantages of AI and ML is to sift through heaps of data and sort out buyer personas for an improved lead pipeline. It improves inbound operations by categorizing leads and routing them to telesales personnel who are familiar with them.

    Next-gen sales automation solution streamlines inbound telemarketing efforts and automates repetitive tasks. These tools reduce costs and help telemarketers to prioritize their efforts on maximizing conversions.

    #5 Create a customizable pitch 

    For an exceptional telesales effort, marketers must create a pitch that addresses the pain points of different customer groups through their offerings. It is crucial to have a customizable pitch that can be tailored to meet the unique problems and demands of customers. Companies must leverage customer intent data to augment their sales pitch and harness data-driven business intelligence to shorten the sales cycle.

    It is also crucial that telemarketers get prospects involved in a conversation rather than reading out a pre-designed script from the word go. Sales pitch must be used to guide the conversation on track and gauge the prospect’s willingness to make a purchase. And lastly, keep the conversation natural and engaging.

    Denave leveraged its inbound chat process and telesales engine to help a Global IT hardware company achieve $12 million revenue across India and APAC markets. Read the case study to know the full success story.

    Final thoughts- doing it right

    A successful telemarketing strategy requires the marketing and sales team to collaborate and work together. The inbound telemarketing tactics should combine modern technologies and human expertise for better prospect mapping and maximize conversions. Inbound B2B telesales services pivots around accurate and complete customer database. Enterprises must invest in a quality b2b database provider to streamline, clean, and maintain a SQL & MQL ready database. Inbound marketing is about understanding the pain points of the customers and engaging them with relevant messaging. Therefore, businesses must harness AI and ML tools for augmenting their database and building a strong marketing communication strategy while driving customer engagement.

    Need a hand with your telemarketing campaign? Drop us a line at denave.com to know more about our b2b telesales services.

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