Cold-Calling Remains Prominent Among Best in Class Marketers
Posted on Jul 12, 2011 by Kathy Rizzo, Vice President of Sales and Marketing
The results of our 2011 Best in Class survey are complete! For the fourth consecutive year, TeleNet Marketing Solutions has surveyed marketing professionals to more thoroughly understand how companies – primarily in the high-tech industry – are utilizing teleservices within their business-to-business lead generation strategy. Our analysis compares “best in class” (BIC) marketers with others surveyed in usage of teleservices, measurement methods, multimedia integration, and areas of improvement and growth.
The survey data supports several key findings, which are discussed in more detail throughout our report – Seven Key Findings from Telemarketing Lead Generation Best in Class Survey
One of the key finding outlined in our report is the continued prominent use of cold-calling strategies. Even with the increase of social media and inbound marketing, cold-calling remains a very prominent component of a business-to-business lead generation strategy for our best in class marketers. For the fourth consecutive year, the percentage of our BIC marketers utilizing cold-calling stands steady at close to ninety percent (90%). This is significantly higher than the other marketers, that reported only 66% utilize cold-calling as part of their lead generation strategy.
Both groups of marketers also spend significant time qualifying marketing responders (known as tele-qualification). In 2011, 77% of our BIC marketers and 75% of the rest reported that they tele-qualify responders.
The survey also shows that qualified appointment setting is on the rise among our BIC marketers. Qualified appointment setting is different than a “foot in-door” appointment-setting approach. It emphasizes that BANT (BANT= Budget, Authority, Need & Timeframe) criteria should be identified first.
Additionally, we tracked the importance of teleservices to each marketer’s lead generation strategy. On a ten-point scale with 10 being “critical” and 1 being “not at all,” our BIC marketers ranked telemarketing an average of 9.3, while others ranked it slightly lower at an average of 8.1. Clearly, both groups of marketers value teleservices as an important component of their lead generation strategy, despite the difference in usage.
Tagged: lead generation, teleprospecting, cold calling lead generation, telemarketing lead generation, lead nurturing
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