The End of Traditional Telemarketing
But let's proceed in order. The era of systematic and "wild" telemarketing, as we have mentioned, is over . People are "bombarded" with offers, they no longer want to be disturbed continuously, and "cold calls", cold calls, work less and less.
Why? Essentially for three reasons:
1) In the era of the web and social media, the potential buyer has many more opportunities to gather information on his own;
2) Telemarketing activity is practically no longer handled internally, by specialized employees who know the offer well, and often also the customer. Instead, it is increasingly outsourced to third-party companies that are inclined to maximize the number of calls and to rely on non-specialized personnel, who often work at the same time on very different customers and offers;
3) Contact databases are often poorly profiled and obsolete (numbers no longer exist, people who have changed jobs, etc.).
Make way for inbound telemarketing
Despite the changing times, telemarketing is still necessary, especially in the B2B sector . Here, in fact, the unit cost of the product or service is by definition high, and contact with a trained human interlocutor, who can start the purchase/sales process by answering the first questions of an interested interlocutor, is a necessary step in many sectors.
However, it is necessary that the interlocutor, the potential customer, is precisely "interested", and this interest is built with inbound marketing. An approach according to which it is the potential customer who manages the belgium telegram mobile Phone Number list path of information gathering, evaluation and choice that will lead him to finalize a purchase, not necessarily online.
How does inbound marketing work?
Inbound marketing is based on four phases – attract, convert, close, retain – all focused on producing quality corporate content, in multiple forms. These include blog posts, in-depth articles, infographics, ebooks, webinars, white papers, case histories, checklists and anything that can constitute quality information for the user. In short, you need to provide the reader with clear answers to their questions in the purchasing journey.
The Role of Inbound Telemarketing
In a strategy like the one described, inbound telemarketing is included in the “close” phase , because it can be decisive once the customer, attracted by the possibility of accessing valuable premium content, has been convinced to leave their contact details in the previous phase.
At this point, therefore, the call is warm, and no longer cold, and therefore according to surveys and research it is three times more effective. The prospect, after two phases of "cultivation" of his interest, is directed towards the appointment with the sales person through one or more now "warm" and often also appreciated phone calls.
