Comments on: Is B2B Telemarketing Still Relevant?

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By: Matt Gathins

Matt Gathins — Thu, 28 Jan 2010 17:34:59 +0000

There is no question that B2B telemarketing still works and can be a valuable element in a marketing portfolio. I think the way the B2B call is used has changed and should be changed. In many cases the calls are the start of a longer conversation and a multi-touch lead nurturing campaign. It simply takes time to gain the trust of your prospect audience and you can’t change the reality of “timing” if you call someone this week, and your product or service is not a pain point this week, then they are not going to agree to a meeting, demo, etc.

Still, old truisms in sales and prospecting hold true today…it’s just that the methods have evolved because of the Internet and Automation. What do I mean by that? When I was a young rep, I was told to make a lot of cold calls, maintain a tickler file and stay in front of prospects. If I did that, I would be successful, and that advise was true. Now, you still may make a lot cold calls or “business development” calls, your “tickler list” is a lead nurturing campaign conducted via email incorporating all manner of information and offers. The methods, done correctly increase efficiency and accuracy…but it is still same basic idea…stay in contact with your prospect audience and you will be successful.