The Value of a Targeted Teleprospecting Campaign
We are always focusing so much on the importance of bridging the gap between marketing and sales in a successful teleprospecting campaign. As I stated in a recent webcast, this is comprised of the initial implementation, execution, and closing the loop:
Today, I want to focus on the execution in a successful campaign.
We are always focusing so much on the importance of bridging the gap between marketing and sales in a successful teleprospecting campaign. As I stated in a recent webcast, this is comprised of the initial implementation, execution, and closing the loop. Today, I want to focus on the execution in a successful campaign.
Our BDRs quickly get comfortable with the message and delivery of the value proposition. They are having quality conversations, finding qualified opportunities, and really gauging the marketplace with such an extensive volume of calls every day. The execution does not end here - it's time to take the next step. It is so important to meet on a weekly call with our clients to discuss conversations, pipeline, and most importantly - trends. To bridge the gap between marketing and sales, it is essential to have marketing and sales involved in this weekly recap. Here is why:
One of our current clients has a heavy qualification process, so it's very important that we are focusing our prospecting efforts into the right targeted audience. To achieve their success, our client really wants to focus on and create a marketing campaign into prospects with a particular competitor in place. Through our calling efforts, we also found that these prospects were the most qualified. With all of the market research and competitive data we captured, we were able to formulate a campaign for this targeted audience. From there we were able to ensure this campaign is armed with the right message, call plan, and action step. This campaign was able to accomplish 3 very important things for us:
1) A more personalized message into the audience:
By already having knowledge on one specific targeted audience, we were able to work with the client to formulate messaging and scripting around the pain points we know they are experiencing using that competitor and how we can eliminate those pains.
2) Bridging the gap between marketing and sales:
Working closely with the marketing team and sales team, we formulated the message. We then segmented this audience for the marketing department while executing a more comprehensive campaign carrying it through to the sales team.
3) A higher volume of targeted opportunities:
Since we were able to segment and focus on a niche segment that already "fits the bill," when we executed our personalized message, we were about to get a higher response rate which in turn lead to generating more opportunities.