Many marketers may be asking themselves just what has happened to lead generation telemarketing? Has the age-old method of approaching prospects through the phone actually crawled under the sofa and died? Ever since the emergence of other marketing methods that can be used in doing lead generation it has seemed like the use of the phone has been rendered obsolete.
One of lead generation telemarketing’s biggest competitors is the Internet. Back when it was first introduced, most people didn’t even pay it any mind. They thought that marketing on the Internet would never catch on and if anyone tried it would be a sad and sorry attempt at trying to get leads and make a sale. However, those nay-sayers thought wrong and the Internet has become bigger than ever, making even an impact on the business scene!
We can say that lead generation has never been more amazing. We have a lot of methods open to use which we can use to get new leads. But where does this leave telemarketing? It seems like if this keeps up that the use of the phone might really bite the dust sooner or later.
So had lead generation through telemarketing really gone stale? Let’s explore this.
Where does lead generation telemarketing’s strength lie?
Different marketing methods have their own strengths and weaknesses. Email marketing is strong in that when used to deliver powerful marketing messages that it can influence an offline purchase. It’s weakness is that it has to deal with having to get through spam filters and faces low open rates. So what’s the edge behind telemarketing?
Telemarketing’s edge lies in it’s reliability when it comes to having a stable connection. The Internet as a marketing medium is powerful but becomes amazingly useless when you lack an Internet connection. So to speak – no Internet, no work! Phone lines on the other hand are more reliable. Why even during power outages the phone still functions. And if you are ever disconnected from your prospect, it’s as easy as just pressing redial to get in contact with them again.
Reliability in connection and speed are the strengths that telemarketing has; the Internet actually has some lag time, as you may know. As such, we can say that telemarketing to do lead generation is still in business.
Which method has higher conversion rates?
Perhaps one of the reasons as to why marketers think that B2B sales lead generation through telemarketing is dead is because of conversion rates. Some may have experienced that leads generated through cold calls may not convert as well as those that came from their online methods.
Truth be told, plain old cold calling is no longer as effective as it once was. Today, what matters in generating leads is prospect education and engagement. If you want to utilize telemarketing for lead generation then you are going to have to give your prospects a reason for you to call them.
Marketers have realized that making use of online marketing methods not only improves their conversion rates but their close rates as well when they finally start doing telemarketing. Why? Because leads generated through online means such as through content attract interested prospects and therefore convert them into higher-quality leads. Once that happens, telemarketing can be done to do appointment setting.
Internet marketing does, in a way, generate more leads and has higher conversion rates. However, without proper action being taken, those conversion rates mean nothing. Telemarketing may face lower lead acquisition rates but leads generated through cold calling appear easier to move along the sales cycle due to direct engagement.
Actually, rather than be compared to each other, lead generation telemarketing and online marketing methods should work together to achieve a more powerful approach to generating leads and increasing sales.
So has lead generation through telemarketing really gone stale? Well, we don’t think so because it still holds much power and when used the right way can help to close leads generated through online marketing.