Do you use the telephone as part of your multi-modal lead generation strategy?
A recent BtoB Magazine article by Carol Krol, "Copy this: Telemarketing big with Xerox" shows that, although the phone may not be as buzz worthy as other lead generation tools, it remains the backbone to successful lead generation.
However, as Krol’s article shows, the telephone shouldn’t stand alone. It should function as the integrated hub for all other lead generation modalities and the central point for qualifying inquires converting them into sales ready leads.
It is fascinating to see just how versatile––and necessary––the phone is for lead generation, with such applications as:
- Initial prospecting and qualification.
- Qualifying inquiries from various sources.
- Appending data and information.
- Reconnecting with past customers and leads.
- Centralizing leads for profiling and scoring.
- Following up on requests for information.
- Driving seminar and webinar attendance.
- Inviting and following up on trade show attendees.
- Validating direct marketing lists.
- Following up on direct mail campaigns.
- Building a database.
- Scheduling sales appointments.
- Developing relationships.
- Getting internal referrals.
To use the phone as an effective lead generation strategy, consider creating a specialized teleprospecting function within the marketing group. Teleprospecting teams often improve ROI because they create functional bridge between the sales and marketing to increase accountability and results.
Creating a teleprospecting or lead management team, as an internal unit is easier said than done. So it is not surprising that more organizations are now outsourcing their teleprospecting activities to companies like InTouch.