2. Beginning the Process
What are
your business
objectives?
What are
your marketing
needs?
Getting the Most from your Tele-Prospecting
A tele-prospecting campaign can help fill your pipeline with either qualified
or sales-ready leads. It can also help motivate prospects that may have gotten
stuck or stalled along the sales funnel. Tele-prospecting campaigns are
designed from multiple options, all of which help drive you closer to your
goals. Selecting whether your campaign should be hours-based or pay-forperformance is one key option to consider. Making the right decision won’t be
as simple as flipping a coin.
You need to evaluate:
•
•
Your marketing needs
•
Where do
your leads fall
in the
sales funnel?
Your business objectives
Where your leads fall in the sales funnel
4. Hours-Based Campaigns
Is Hours-Based the Right Choice?
Hours-based telemarketing campaigns outline objectives and are limited only
by the number of hours allocated. A campaign continues until hours are met.
The conditions for choosing an hours-based campaign are:
•
When inbound leads need to be qualified—Some of the challenges
you’re facing from your marketing automation efforts are managing
the volume of leads, sifting the good leads from the bad, and finding
the time to follow up.
•
When your objectives are uncertain—There are no historic metrics
around a new solution/product awareness, an extended target geography, or a different vertical to target.
•
When you need marketing intelligence—Build a strong campaign
using data that identifies buying cycles, buying obstacles, trends in
pains, and competitive challenges.
•
When you need dials after prior marketing tactics—Assist your internal
sales team when there is inadequate time to follow up, hesitation
about cold calling, or they are asking non-qualifying questions.
•
When you already have prospective leads—Accelerate the sales pipeline by re-engaging with warm leads that may have cooled or upsell to
existing clients.
6. Pay-for-Performance Campaigns
When To Select Pay-for-Performance
Pay-for-performance telemarketing campaigns deliver a guaranteed number
of leads. Outbound calling will end as soon as deliverables are met.
The conditions for choosing a performance-based campaign are:
•
When there are historical metrics—This means your solution is wellestablished, you’re familiar with the geography, and you know how to
connect with your target vertical/audience.
•
When you require a specific number of sales-ready opportunities—
Your sales team wants to foster sales enablement among the new
recruits, surpass their individual quotas, continue a campaign on a
proven concept, or increase the number of sales opportunities.
•
When there is already marketing intelligence—You don’t need to
acquire new knowledge in order to sell your solution, recognize
the competition and are prepared, understand the pains that drive
purchasing behavior, or are familiar with the audience buying cycle.
8. Choosing the Best Vendor
Experience. Collaboration. Trust.
You’ve worked hard to design your tele-prospecting campaign. But all of your
efforts are wasted if you don’t have a good relationship with your vendor.
Choose one that will work as an extension of your team.
Consider these attributes:
•
What is their delivery mechanism?
•
Can they customize a campaign?
•
Are the expectations defined?
•
Is there CRM integration?
•
Are they experienced?
10. Weigh the Options
Now that you have all the information you need about hours-based and
pay-for-performance campaigns, you can begin to make the right decision.
About eCoast
Experts in technology, and strongly established in the B2B world, eCoast builds
relationships through outstanding customer care, by providing quality services
and solutions, and by delivering measured results through proven marketing
processes. Visit us at www.ecoastsales.com.
