DIGITAL LIFT-OFF HOW TO INCREASE RESULTS THROUGH INTEGRATION HENRY BRAITHWAITE MARKET MAKERS

Transcription

1 DIGITAL LIFT-OFF HOW TO INCREASE RESULTS THROUGH INTEGRATION HENRY BRAITHWAITE MARKET MAKERS

2 MARKET MAKERS Award winning Direct Marketing agency 100 Full Time B2B Telemarketers In house B2B telemarketing capability Lead generation Appointment generation Lead nurturing Account management Telesales Data enrichment Marketing strategy planning & execution Copywriting broadcast Direct mail

3 THE ROLE OF TELEMARKETING IN THE B2B MARKETING MIX Exhibitons Direct mail PPC SEO Seminars Social Media Webinars

4 THE ROLE OF TELEMARKETING IN THE B2B MARKETING MIX Virtual events / webinars 4% website design, management & optimisation 13% Marketing automation / lead nurturing 6% Social media 7% Tradeshows 12% Telemarketing 7% marketing 12% PR 7% Direct Mail 8% SEO 11% PPC 9% Reference: MarketingSherpa B2B Marketing Benchmark Survey

5 1: LEAD GENERATION Target Prospect Universe TELEMARKETING COLD CALLING LEAD GENERATION APPOINTMENT GENERATION TELEMARKETING Sales function 2: PRE ACTIVITY Target Prospect Universe QUALIFYING / CLEANSING ENGAGING/INVITING WARMING UP TELEMARKETING Marketing Activity Sales function 3: POST ACTIVITY Target Prospect Universe Marketing Activity CONVERTING QUALIFYING NURTURING TELEMARKETING Sales function

6 WHY INTEGRATE? Areas Businesses are increasing their marketing spend (as per MarketingSherpa B2B Marketing Benchmark Survey); 69% 60% on social media on webinars Integration can lead to significant increases in conversion. E.g. Telemarketing + can increase results by up to 74% 59% 69% on marketing on website management Has unique ability to turn marketing outputs into sales inputs

7 TELEMARKETING & WEB With the biggest portion of B2B marketing budgets being allocated to website design, management & optimisation by installing a marketing software tool like Lead Forensics you can integrate your telemarketing activity with your web traffic By knowing exactly who your visitors are, you can target these companies with a timely, knowledgeable telemarketing call and increase your conversion rate from visitor to lead Excellent lead nurturing tool Get more return from your website investment by not losing visitors to the ether

8 TELEMARKETING & Use reporting statistics to prioritise data in the follow-up telemarketing campaign Prioritise opens & reads Filter unsubscribes & removes for efficiency Telemarketing call is a follow up to the , removing the perception of a cold call

9 TELEMARKETING & SOCIAL MEDIA Set up LinkedIn groups to attract members with the right professional background to build your database Build relationships by interacting with the group via debates etc so when telemarketing the call is not cold - Establish a face behind the telephone call Post content on twitter feeds and linkedin / facebook pages and capture download information to use for telemarketing Use own research to get contact details of companies following you on twitter and target them with telemarketing

10 TELEMARKETING & DIRECT MAIL The phon -phone route Give your prospects a call first to ensure you have the right contact details before you mail them This checks the cleanliness of your data and saves not only any wasted calls later, but also prevents sending a mailing to the wrong person.

11 CASE STUDY Telemarketing within a multi channel marketing campaign One of Europe s leading print and marketing services companies

12 BRIEF CASE STUDY Campaign brief; Targeting senior marketing and procurement contacts Targeting both the influencer and decision makers Targeting business to consumer industries Campaign objectives; Create F2F appointments with decision makers for our clients sales team Target companies 650 Campaign target 65 qualified appointments 2.5m sales generation

13 BRIEF CASE STUDY Activity Split Message: Marketing Procurement Initial Data cleanse Highly personalised and DM Initial telemarketing activity commenced after first DM sent Prioritised follow up from DM through the use of PURL s and Lead Forensics Prioritise follow up through analysis software Telemarketing provided detailed feedback as to brand perception, prospects existing providers, tender dates and various other key information Prospects feedback would then change following messages from and DM Telemarketing meant we could build more of a relationship with the prospect

14 BRIEF CASE STUDY Results 86 (132% of target) (13% overall data conversion) Total appointments generated 68 Telemarketing appointments 13 incoming appointments 12m+ Sales pipeline created 5 Direct mail incoming appointments 2.4m Closed business to date

15 6 TOP TIPS Use telemarketing to assess how prospects want to be communicated with, then integrated campaigns will be more effective as you are speaking to prospects in their preferred way marketing delivers the highest quantity of leads, while telemarketing delivers the highest quality (B2B Marketing Benchmark Report) Timing for both and direct mail campaigns prior to telemarketing is critical. 5 6 Make sure you follow up your chosen method of contact up within a certain amount of time otherwise you are potentially letting your valuable data go to waste. Set a time limit for all follow-up calls to be made, prioritising your hottest leads. If need be, stagger the sending of your or direct mail over a period of time. That way, you give yourself enough time to call each batch before the next one goes out. Capture download information from social media activity to build a target database

16 Henry Braithwaite Market Makers