Debra Da Costa was recently interviewed on SLMA Radio to discuss the two independent disciplines and how they are becoming interconnected. Oubound Telemarketing can stand on its own, but can Marketing Automation? Litsten to hear thoughts on this subject:
Listen Now: 
Standard Podcasts [00:46:48m]: | Download | Embeddable Player |
Standard Podcasts [00:46:48m]: | Download | Embeddable Player | Outbound Telemarketing is usually called in when Sales and Marketing are scratching their heads of how to handle digital clutter. helps to have someone from telemarketing to follow up on the vast quanities of leads - at least as a prequalifier, otherwise sales force cannot be relied on to call on these leads at the right time.
"Digital Body Language"
Marketing Automation tools can score those activities: webinar participation, click throughs, downloads, registrations, blog activity. They 'll end up with a score, but the score doesn't qualify the lead. Marketing Automation is excellent when there is a huge market - cost-effective way - a way to come up with subset of those that need to be responded to by funneling down the most qualified leads.
Emarketing endeavors - 2% is a good response, but telemarketing can help raise that amount.
You don't want sales to have to deal with non-sales-ready leads.
When asked whether Marketing Automation can work without Outbound Telemarketing Debra responded, "B2C: MA can work well alone. B2B: not so much. People are bomarded with emails. Spam filters do their work, we are also great at ignoring emails. Many mail servers are on high alert for unsolicited emails, even when someone asked to be on your list, they can get filtered out.
Gov, healthcare, education are prime examples, as are many large corporations.
OR people don't work on their computer - phone, fax become options because they are not at their desks all day, no way to close a sale through email for those. Think of medical professionals.
Marketing Automation alone can't do this.
But it is GREAT for branding and announcements.
Fine line - don't want to bother potential qualified leads with unnecessary calls. On the flip side of that, you want to be able to immediately direct them if the telemarketing firm determins that some leads want to talk immediately to sales - need to be able to "hot transfer" them to the sales person. This is an important handshake between telemarketing and sales.
Gov, healthcare, education are prime examples, as are many large corporations.
OR people don't work on their computer - phone, fax become options because they are not at their desks all day, no way to close a sale through email for those. Think of medical professionals.
Marketing Automation alone can't do this.
But it is GREAT for branding and announcements.
Fine line - don't want to bother potential qualified leads with unnecessary calls. On the flip side of that, you want to be able to immediately direct them if the telemarketing firm determins that some leads want to talk immediately to sales - need to be able to "hot transfer" them to the sales person. This is an important handshake between telemarketing and sales.
Marketing Automation tools can do a lot of the work, but they cannot provide inneuendo and intepretation - you can get to the bottom of that in a phone conversation. This saves sales time from following up with ALL non-filtered leads.
You can listen to the full broadcast here:
Listen Now: Standard Podcasts [00:46:48m]: | Download | Embeddable Player |
Standard Podcasts [00:46:48m]: | Download | Embeddable Player |
I like the fact that you mention that Marketing Automation can score 'Digital Body Language'. This would be a good way of 'keeping tabs' on progress which would allow you to respond more effectively.
Posted by: Upfront Business Development | 04/23/2013 at 02:51 AM