Telemarketing Lead Generation Blog

Using Telemarketing to Generate Channel Leads

Posted on Mar 22, 2010 by Anabel Foucart, Senior Program Director

When conceiving telemarketing programs aimed at driving net new business to your resellers it’s important to keep a few best practices in mind to optimize your budget and avoid channel conflict.
Here they are:

• Ensure that your product/service offerings (the focus of your campaign) are carefully mapped to the “right” resellers. Also, determine where you’ll send leads that fall outside of the focus areas (keeping in mind that your participating resellers may not be experts in your entire portfolio).
• Study your target list carefully and understand the demographical details: if your product offer or message is not a good fit- alter it. Don’t sell solutions for companies with lots of remote sites for example if your list is made up of SMB companies
• From the onset it should be clear to all parties how the channel will handle the leads distributed to them. For instance, the reseller should not expect to receive short-term leads only, if the campaign is uncovering short, mid- and long-term leads. Your partners should have an established process on how they follow-up, nurture and report on leads that are farther out; or you’ll have to determine an alternative solution for handling and nurturing these leads.
• Ensure that you have a clear mechanism on how resellers will report and close the loop on what occurred with the potential business sent their way.
• To avoid channel conflict, it’s also important that during telemarketing conversations, the prospects are asked if they have a preferred reseller or sales representative. If the answer is “yes” and then it should be taken into consideration when routing the lead. Along these lines, if you are focused on net new business, you may even want to consider conducting a pre-qualifying effort to check first if target accounts have a “preferred” purchasing mechanism. Once this data has been aggregated, you can focus on the accounts that have no loyalty or preference on how to make purchases.

Following these steps can avoid disappointments when rolling out campaigns for partners.
A clear understanding of the featured offer, the target in view and expected results and communicating that will go a long way in making sure your reseller support model will yield the results expected.

Tagged: lead generation, targeted lead generation, telemarketing leads, telemarketing partner leads, telemarketing reseller programs, lead generation reseller programs, lead nurturing

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