As long as there are phone lines across giant buildings and stretching underground beneath our feet, and as long as there are cell towers, satellites and fiber optic cables connecting us to the web, people will always be making and taking calls.
Even in the near future, when all of the business people in the world are those who grew up in the digital age, they would still need to talk to people from remote distances. In short, telemarketing will never die.
It’s a traditional yet highly effective B2B lead generation channel. Telemarketing and appointment setting bridge marketers and potential clients in a way that no other medium can. Nothing beats phone calls.
But why do some telemarketing campaigns fail? According to a blog post at EConsultancy.com, these might be the culprits:
Lack of segmentation
Savvy online marketers know how important segmentation can be, but it’s just as important — if not more important — to outbound telemarketing campaigns. Without segmentation, targeting the right people is all but impossible and entire programs can fail as a result.
Failing to collect data
Not every call that gets made as part of an outbound telemarketing program will produce the desired action, but every call is an opportunity to collect valuable data. This data can be used to develop a better understanding of the market, improve strategy and make the type of adjustments that are required to turn an underperforming program into a performing program (see below).
Nothing is arguably as important to a telemarketing program as the people on the phones. Put simply, a telemarketing campaign is generally only as good as the people making the calls. Unfortunately, for obvious reasons, finding folks who are capable of doing a good job can be very difficult.
Poorly-defined goals and expectations
Setting the right goals and establishing the right expectations are crucial if an outbound telemarketing program is to succeed. Far too often companies have unrealistic notions of what a telemarketing campaign can produce, and how fast. One of the most common: the notion that you should try to take an initial contact with a prospect from start to close in the first call.
Effective marketing involves hitting the target audience with the right message at the right time. While timing is often a challenge in many channels, it’s more difficult in the context of telemarketing for obvious reasons. As anyone who has received a phone call from a telemarketer at 9:05 a.m. on a Monday morning or 4:50 p.m. on a Friday afternoon can attest to, telemarketing campaigns don’t always appropriately factor in timing well enough.