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So, in this particular blog I am asking that you step outside your marketing comfort zone, and look at two traditional channels to market
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Drayton Bird, one of the world’s most successful copywriters and a man to have on your side when you want to warm your business cold prospects
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It can be tempting to invest your marketing energies in a delightful whirl of networking, punctuated with a little bit of Twitter, a lot of LinkedIn and a few timely press releases when you have news to shout from the rooftops. If your business is thriving on this palette of marketing activity, then you can enjoy the rest of this blog without having to bring yourself up short and question whether you could and should be doing more.
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While cold calling is one of the most successful and cost effective ways to generate new business leads, for many companies it can also be time consuming and difficult. So it is not surprising that more businesses are choosing to employ the services of a telemarketing company to make calls on their behalf. However, with so many different telemarketing companies out there how do you decide who to use?
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Applied properly, telemarketing can win new business, build measurable sales pipelines and increase knowledge of your customer base.
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Telemarketing through sustained cold calling and ongoing business development calls is a proven way to grow your business and develop a steady, regular sales pipeline.
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So why use direct mail in the first place? The fact is direct mail works.
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Recent research by Marketscan shows direct mail is still a highly valued element of the marketing mix, with 60% of respondents using it in isolation or as part of an integrated campaign. This is followed closely by 57% of respondents using telemarketing as a stand-alone campaign or integrated with direct mail and email. Bearing in mind the growth of digital marketing, email campaigns surprisingly trailed behind direct mail and telemarketing with just 33% of respondents using this particular channel.
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There was a time when telemarketing was all about going in with guns blazing, hammering through a pre-written script and asking for the sale, while barely pausing for breath, and then moving on to the next call, ad infinitum. The received wisdom was that you were playing a numbers game – if you made enough calls and delivered your tried-and-tested sales pitch to enough people a predictable number of them would part with their money.
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New research evaluated by the Marketscan team suggests that B2B telemarketing is alive and well, with budgets forecast to grow in 2011
