The 3 Core Objectives of a B2B Telemarketing Call Flow

The 3 Core Objectives of a B2B Telemarketing Call Flow

No matter how you scrape every marketing blog in the world for information, you won’t find anything that lays out, step by step, how to make a B2B telemarketing call flow. Chances are you’re only going to find articles with tips on how to develop one, but not exactly how to make one, and that’s because there’s no universal call flow.

And this post will not attempt to make one, either.

B2B lead generation is a complex task that usually involves unique goals – some businesses do it to gather data, some do it to convert leads to customers, and others do it so they could cater to their clientele better. That is why call flows differ from each other.

But looking at its very basics, a call flow is just a guide to a telemarketer-prospect conversation. There may not be a standard formula, but there are core objectives that all marketers could agree with. These are the 3 most important objectives of a telemarketing call flow:

  1. It must deliver consequential information to the prospect. First of all, telemarketing calls do not go straight to the selling part. Prospects first need to build a foundation of information about your business’s products and services. This phase is important so that all their general questions and uncertainties can be addressed before the process proceeds to the next levels. If the call flow does not aid in the delivery of meaningful information to the prospect, there’s a possibility that the latter phases would be unsystematic.
  2. It must facilitate in the collection of essential prospect data. Telemarketing is a B2B lead generation tool, and as the term implies, it is basically a data-gathering mechanism. While the bottom line is always to have prospects agree to a potential business partnership, the other function is to collect as much valuable information as possible, so in the event that the conversation didn’t end in a closed deal, a business has at least collected pertinent pipeline data that can be used in the future. Therefore, a good flow must allow a telemarketer to achieve this goal.
  3. It must encourage a cordial, amiable course of conversation. We may be living in the age of information technology, but that doesn’t mean telemarketers can now forget about their basic social instincts. Relationships still do matter in the business world, and they have to start somewhere – in this case, within a telephone call.

Getting More Retweets For Your B2B Lead Generation Campaign

Getting More Retweets For Your B2B Lead Generation Campaign

You know you want this, and that pretty much applies to everyone in the marketing business. And what might that be? Well, it has to be the retweets in Twitter.

This small (but incredible) micro-blogging site has become a fundamental force in the B2B lead generation business. Its usefulness can be fully appreciated if you partner it with other marketing tools, like email or B2B telemarketing. When done right, this can be a really useful way to generate qualified sales leads. The only question here is how you can make that happen. I mean, everyone is on Twitter now, and standing out from the crowd can be really troublesome.

Still, this should not discourage you. There are ways to increase your retweets, but that would require you be employing active marketing methods to get the job done. In other words, you have to be very involved. Unlike other marketing mediums, where there is a process and a system that you arrange to handle most of the appointment setting work, Twitter and other social media marketing tools require that you be constantly nimble and flexible. What may have worked for you today may not work the next day. As for increasing the B2B leads you generate through retweets, you can employ these following tips:

1. Link up your tweets – a good way to increase your retweets would be to put links on your own tweets, especially if the link connects to a particularly interesting topic or subject. It would be a bonus if that link connects to your own company blog or newsletter. It doubles your chances.
2. Ask for a retweet – yes, it is alright to ask. You see, how would your followers know whether to share your tweet or not unless you ask them, right? You just have to know how to best ask. After all, it takes a little boldness to get results.
3. Do not talk about yourself – retweets happen because it is news worth sharing to the most number of people. In any case, talking about yourself, or using too much self-reference, reduces the chances of your tweets getting spread around.
4. Say something new – yes, that is the one constant you can see in all marketing processes. When you tweet something new, it entices people to share the word. The trick here is sharing news that is really new, really interesting, and really compelling enough to get people to share your tweet.
5. Tweet about twitter – when Twitter has news about itself, spreading the word through your own handle would increase your retweets exponentially. After all, anything that can promote Twitter will be encouraged by the website.

For better results, it would also be a good idea to leave this job to professional B2B lead generation agencies with experience in handling social media marketing campaigns, especially in Twitter. It would save a lot of your time, as well as help you concentrate more on your main marketing processes. This would be a smart marketing investment.

Want your blog responses to be positive? Try being negative

Want your blog responses to be positive? Try being negative

The worst state imaginable in being a business blogger is when you’ve become predictable. It’s when readers can already presume what you’re going to write about even with just a glimpse of the headline or the article image. Readership will gradually lessen, and they may no longer regard you as a thought-leader or even a go-to blogger for insightful content.

Now if you’ve been writing like a cheerleader for your brand, perhaps it’s time to try something new. Why not, for once, be a critic of your own business?

A new study from the University of Utah and University of Connecticut entitled “Blog, Blogger, and the Firm: Can Negative Employee Posts Lead to Positive Outcomes?” suggests that when employees or marketers of a brand post “moderately” negative sentiments on the company blog, readers tend to view them as “credible” and in turn it increases readership.

Readers generally expect a blog post to be informative and share useful ideas, whether it’s done through speaking well or ill of a brand. While the former can clearly paint an image of advantage, the latter would make readers think that the author is honest enough to admit lapses in their operations, thus establishing a kind of “respect”.

For instance, a blog marketer may post an article about the Managed IT services that’s currently being offered by the company he works for. He may write about how the service doesn’t seem to be compatible with certain industries like hospitals or hotels. By pointing out such a failing, people from those industries may be encouraged to post comments about their business needs, thus addressing the issue. Meanwhile, people outside those industries would see how dedicated the company is in reaching out to as many industries as it could, all in the spirit of improving the delivery of the service to customers.

However, bloggers must not make it a habit: The study also concluded that too many negative articles on a corporate blog could over-inflict damages, overturning the positive response from readers. The authors suggest keeping the “constructive criticism” posts to around 15 to 20 %.

Again, it’s a matter of avoiding the eventual state of being predictable. The key in making a blog consistent in terms of support and readership is to always offer something fresh – in this case, highlighting a negative aspect and getting something positive out of it.

New Rules For Marketing And Lead Generation

New Rules For Marketing And Lead Generation

Time does bring changes to our lives, with our marketing and lead generation campaigns among those who are most affected by it. And if you think that the winning tactics that you have used before in generating B2B leads will remain useful for you now, well, think again. The tactics being used now are actually the opposite of what you have done before.

Here is a rundown of the usual tactics we use in generating sales leads:

  1. Create products or services that broadly appeals to the mass market.
  2. Reach out to the largest audience to the best of your ability, using all marketing tools available.
  3. Craft a brand that can is easily recognized and extended to other product categories.

Yes, these are very good strategies to help your appointment setting campaign become successful in the past, but these are also the very ones that can causes you troubles today. That is because the way markets behave nowadays is way different from what the market did five or ten years ago. For one, the internet has redefined the way information is spread online, and it caters to an increasingly localized audience. Second, to attract the attention of your prospects, you need to be highly customized in crafting the right marketing message. And lastly, there are just so many brands being thrown around that people just tune them all out.

Simply put, you have to change the way you play the marketing game. Whether you are employing email or telemarketing to promote your business, you need to remember that modern times require that you employ some, rather modern, changes in your strategies. If you do not adapt to these changes accordingly, then your business will be left behind. You are not Coke, mind you. Whatever marketing strategy they used worked for them because they were able to establish themselves in the past. In your case, you have yet to make a name for yourself.

  1. You have to create a product or service that addresses a very specific customer base.
  2. Target specific customers in your marketing campaign and turn them into your own promoters.
  3. Have your promoters/customers define your product base and the development of your goods.

If you have noticed, you will see that your marketing campaign now is different from your campaign in the past. You may have spent a lot on using various media in broadcasting your business, but, these days, you only need to carefully target your business. And while, in the past, you need to reach a lot of people, today, you have to connect with the small segments (the ones that count). And lastly, it is your customers that define what your products or services will be, not you.

Not bad, right? You have to expect that something like this can happen. Time can be a powerful agent of change. Only those who are not willing to change will be the ones with the most problems at this and will be left behind in the lead generation race.

The 7 Keystones of Effective Marketing Content

The 7 keystones of effective marketing content

Content encompasses countless avenues through which a marketer can convey a message to an audience. Publications, blogs, social media articles, books and research materials all provide outlets for content, and as technology and social behavior evolve, these outlets expand to vaster boundaries.

But despite the diversity in content marketing, the rules and foundations remain to be consistent throughout all media. Whatever method you choose to connect with people, these 7 elements should, without exception, be present in your content for it to be effective:

Credible
People measure credibility in terms of the authenticity of your assertions and the relevance of your contentions. This may also include how your content is linguistically and grammatically accurate.

Purposeful
Your content should be a train tip, not a rollercoaster ride; it should be able to bring readers to another place, to introduce a new-fangled point of view, or to bring them into the light of understanding. Without a purpose, your content is just a futile collection of words.

Memorable
For a post to be memorable it doesn’t have to be new – it only has to be unique. You can always talk about the same old topics but if you present it with novelty, it will be remembered.

Accessible
Today’s technology has provided people more ways to consume content other than their computers. The more you cover all these channels, the more extensive your penetration would become. Make your posts gracious to smartphones and other mobile devices, across all formats and platforms.

Measurable
Content marketing will always use resources, whether it’s money, time, energy, manpower or creative juices. It’s only logical for marketers to be able to evaluate their effort to see if they’re biting more than what they could chew. There should be a standard for success and failure.

Shareable
You don’t just provide people with social media buttons for them to share your posts. You have to make them want to share your posts. Create material that makes them feel obligated to share it, that by not doing so they would have deprived the world access to a truly remarkable content.

Actionable
Using content doesn’t stop at consumption – there must be a corresponding participation or movement from the audience’s end. They should be compelled to do something about what they have seen or read, and that “something” must be a targeted or desired response. Only then can marketers say that their content is effective.

Five Reasons Why You Should Change Your Logo

Five Reasons Why You Should Change Your Logo

Never underestimate the power of company logos. This is basically the face that you are going to display to your business prospects. And since we are talking about faces, it had to be something good in the eyes of the audience. Now, if you have a company logo already, well and good, you have something to use for your marketing efforts.

But, how sure are you that your logo is good enough? Actually, how will you figure out whether you need a logo make-over? And does updating your logo really matter in business?

These are just some of the questions that you really need to answer, so here are some guidelines you should take note of:

1.It does not work well with modern media – while the designs of your logo may fit well with your company five or ten years ago, it is no assurance that this same logo will carry your business on in the next year or so. To be exact, your logo may not work with the different marketing mediums, like social media and email, that we may use. A good logo must be something that can be used on all platforms, be it on paper or on a smartphone screen.

2.It may not represent your business currently – over time, it is normal for a business to evolve, to adapt to the changes in the market. An effective business logo must stay true to the image your business wants to project. It must be able to capture the essence of what your business is all about, as well as to what direction you want it to head into the future.

3.It was done by yourself – it may be that, at the start, you had your logo done all on your own, so the quality of it may be sub part. In today’s highly image-sensitive market, you need to have a really professional-looking logo to back you up. It is all about appearance anyway. You want to look smart, capable, and reliable enough for your prospects.

4.It is not as appealing compared to your competitors – this is one very troublesome detail that you would want to avoid. If your logo is any way less impressive than your competition, then it should not come as a surprise if your customers are moving on. Once you notice the discrepancy between you and your competition, a little image makeover will be in order.

5.It is too complicated for those who see it – now this would be a real bummer for viewers. A good logo will tell you what your company is about, but it must also be simple enough for ease of viewing. Think of Apple or Coca-Cola. They are simple enough, but sure knows how to make a statement.

Having a business logo is very important to your company. If you want to attract customers, make a statement in the market, or simply have one up against the competition, then having a really attractive business logo can make that easily happen.

Bring your blog to stardom by amplifying your site traffic in 6 ways

Bring your blog to stardom by amplifying your site traffic in 6 ways

Your blog may be the next big content rock star but it’s going to be pointless without establishing a huge fan base. Success in the blogging business, while it calls for skill and content quality, also needs a strategy to attract readers.

You don’t want to put your efforts to waste by maintaining a blog whose reach only extends up to your officemates and friends. At kickoff, your blog must become popular to at least one or two market areas just to keep your site going. Boosting your site traffic, therefore, is a vital ingredient in blog popularity. In the initial stages of blogging, the goal must always include how to generate publicity, one way or another. And there are several ways to gain that kind of attention:

  1. Capitalize on quality. The very first thing readers must notice with you blog is sheer quality. It is the major driving force that will make them “bookmark” your site in their minds and literally on their browsers. A reader may always patronize a site that offers a lot of free stuff but in the end, without quality posts, that reader will end up somewhere else.
  2. Socialize. Going into this endeavor, it’s better to have the necessary weapons at hand, such as a huge following on Twitter or a relatively popular Facebook page. A background in posting to YouTube would also be a plus. Make sure your posts are automatically shared to your social media accounts for tip-top visibility. And oh, don’t forget to put a LinkedIn share button.
  3. Give webinars a shot. Not only do webinars facilitate in collecting a sizable number of email addresses for future use, they also make an impression of credibility and high regard. Plus, it’s also a capable way of promoting your blog. After that, you can now create a solid emailing list and rely on them to help you spread the word.
  4. Join the club. Once you’ve started making your blog recognizable, you can now interact with the community more actively. Regularly post comments on other people’s blogs, or better yet, ask another blogger to guest blog on yours.
  5. Enhance and monitor your SEO. Although this strategy doesn’t prioritize quality, you can’t deny its importance on online presence. Optimizing your blog for search can only play second fiddle to focusing on great content; nevertheless it must not be neglected. You can at least include sub-titles with keywords or put them on photo captions.
  6. Doll-up your site. Play with multimedia and other bore-killers but make sure the readability and ease of navigation are still preserved. And don’t forget to put up a mobile version.

Jedi Mind Tricks: The Psychology of Sales Persuasion

Jedi Mind Tricks - The Psychology of Sales Persuasion

Telemarketing is basically a ping-pong of words, and whoever has the strongest “spin” usually wins the conversation. Successful sales people would tell you that this battle is not so much about what the content of your dialogues are, but more on how you deliver them.

Naturally, people would start using methods of persuasion in their sales tactics. While others view them as “manipulative”, people who stand by it claim that it’s just a matter of understanding human instincts and using them to achieve your goals.

There are quite many different persuasion techniques being used in sales, and here are some of them:

Framing

Framing is the approach where the persuader uses certain strategic words and sentence structures to give a new positive meaning to an idea. For instance, instead of pushing a prospect to agree to a meeting, a telemarketer can instead “re-frame” his arguments by focusing on other positive notions, such as the coffee shop where they would meet, the things that would be presented, or other benefits he may gain by agreeing. Politicians execute great examples of framing in their open speeches. They’re usually skillful in restructuring their sentences to turn unpleasant news into something that’s publicly acceptable.

Scarcity

The concept of scarcity is used to conjure an idea that the product or service being pitched is in high demand, thus triggering a sense of “need” on the part of the prospect. Although this may be construed as deceptive, it can be done without actually violating any ethical principle. Instead of saying “Our brand is in high demand these days”, you can say “More people are getting interested in products like these because….”

Reciprocation

Reciprocation is one of the most basic of human instincts, and it’s no wonder why it is being used to persuade people. People usually agree to deals when they see something to be gained in exchange. Though sometimes the deal may not be equal for both sides, one of the parties may have to learn to compromise and take the risk based on potential.

Fluid speech

At least once in your life, you’ve probably talked to a terrific salesperson at your local mall or over the phone and found yourself surprisingly swayed by his words and tone of voice. You suddenly became interested in a product that you would otherwise normally ignore. But what if the salesperson stuttered with a lot of “umm”s and would occasionally scratch his head whenever you asked a question? Your chances of being persuaded would probably range from almost impossible to impossible.

Build A Better Reputation For Your Lead Generation Business

Build A Better Reputation For Your Lead Generation Business

One thing that you must remember in the lead generation business, it is that reputation means a lot. This is the basis on which your potential B2B leads decide whether they can trust you or not. Without a good reputation, you will not have that strong a pull on all those business prospects. If you want to make good with your marketing campaign, and ensure that your business remains profitable over the years, you need to first build a good reputation in the market. You only need to follow common sense to do this, but the time and effort involved can be really taxing. Still, once you have started the process, then it would be an easy thing to keep the momentum up.

Just remember these three important tips:

  • Analyze the current state of your reputation – before you can begin your marketing plans, you need to first figure out just where exactly does your business stand in the reputations business. Check social media networks, consult online review sites, check search engine results, and peruse blogs and other websites related to your business. In this way, you have a fairly good guide in which to plan out the entire process. You need to pull that off right, since a good number of sales leads research you first before they decide to do business with you. You cannot just grope in the dark with this.
  • Monitor your reputation well – be it online or offline, you need to properly monitor customer perception and market acceptability of your company. You should have someone regularly checking different channels of information regarding your business, reply to negative reviews and complaints, as well as improve the level of customer service that you provide. You might have to conduct telemarketing surveys to get the information you require, as well as gauge the current outlook of your market. After all, positive customer reviews can mean a big deal for your business. Without one, your company will have a hard time proving its credibility to others.
  • Build your reputation – as I have previously mentioned, you need to build your reputation well. But that would take a lot of time to do just that. That is why you need to select the right communication tools for the job. Try asking happy customers for reviews. Create testimonials or videos that support your business’ credibility. And do not forget to craft fresh, informative, and interesting content for your marketing efforts.

When it comes to generating qualified B2B leads, you need to always remember that your reputation can mean a huge thing for your business prospects. Think of it as the face of your business, the one that will be shown to the public first. It takes time and effort to build one, so you should carefully plan your steps well. And since you have worked so hard in building it, you will be putting a lot of effort to make your work count. Just be patient and go for it.

How Social Media Can Help In Your Appointment Setting Campaign

How Social Media Can Help In Your Appointment Setting Campaign
Let us face it, social media has changed the way we do our business these days. From meeting long lost friends back in kindergarten to displaying cute pictures of our dogs, we can do almost anything in social media. With this flexibility and number of people connected in network, it makes sense for us to use this medium to generate more sales leads for our business. Indeed, as some industry pundits like Seth Godin would point out, social media can be a powerful marketing and lead generation tool. Of course, this is under the assumption that we are doing it properly. If not, well, we could pretty much imagine just how disastrous things can get (Taco Bell’s taco-licking scandal, anyone?).

That is why we need to do social emdia right. And when I say right, I mean we follow these steps:

Define your goals – when planning for your initial campaigns, you must first understand the reason why you are in business in the first place. What are the problems encountered here? What do you want to achieve? Why use social media? Doing this can help you in defining what you want in your appointment setting campaign.

Craft your actions – once you have finished your definitions, you must then come up with the action plan is reaching your goals. What communication tools do you need? How much will it cost you, if you need to purchase these? Should you concentrate you marketing solely on social media, or should you also employ email marketing or even telemarketing as well? These are just some questions you need to answer.

Set your standards – setting the right business standards is important in your marketing operations. How will you judge performance? On what standards are you putting your operations against? Once you know what the parameters you should follow are, can you capably reach those numbers? These are just some of the questions that can serve as a guide to your business.

Get your people – another important element to consider in your lead generation campaign pertains to the people tasked to perform it. Will it be done in-house, or will you outsource the work to a professional lead generation firm? Will you be able to afford it? What qualities should you be looking for in your telemarketers or appointment setters? Making the right choice of marketing personnel can make a huge difference for your campaign.

Prepare the follow-up – basically speaking, this is the point where you deal with business prospects during your campaign. At this point, you should be able to create a network with these prospects. If you can connect with these prospects successfully and help you expand, then your work would be much easier to do.

The process itself is not that hard. As long as you are determined enough to do your work, then you will succeed in your social media campaign. Just be patient, and innovate constantly. These will help improve your lead generation success, that is the truth.