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B2B Teleprospecting to Online Media Responders

Posted on Aug 10, 2011 by Britney Bailey, Program Director

Integrating a teleprospecting follow up into online media syndications is an excellent method of maximizing ROI. Teleprospecting is a marketing tool designed to aid the sales force by first speaking with a potential client to determine needs, challenges or initiatives and commence a transactional service to assist with these projects. Historically, “warm” responder conversations yield a much higher conversion to sales opportunities than “cold calls.”

Here are a few pointers in how to get the most out of your responders.

  1. Select an advertisement that appeals to your target market. Remember, success is not necessarily measured in the number of viewers, but more accurately by the number of viewers that convert to sales opportunities. To attract appropriate responders, select simple, yet targeted asset titles. Avoid using generic brand messaging, and instead incorporate information that will entice the interest of the target market, such as technology specifics, details of TCO, or industry specific messaging.
  2. Follow up with responders ASAP. Timeliness is the name of the game when teleprospecting to online media responders. Contacts quickly forget expressing interest in the syndication, leading to a cold follow up conversation. It is crucial for initial follow up to occur as soon as possible. If available, it’s also beneficial to have a historical view of any other actions or requests from the web responder before the follow-up call is placed, as this information helps to provide added context of their areas of interest.
  3. Use a warm greeting in follow up conversations. Responder efforts provide an added advantage to teleprospecting agents because the agent knows in advance what solutions the prospect is interested. Because the conversation is intended to follow up on interest, it is appropriate to reference the site visited and the name of the asset viewed. Messaging should be specific to the subject matter of the asset, however the agent should also be prepared to probe for secondary opportunities should the contact indicate that they viewed the material for information purposes only.
  4. Leave the door open for direct communications in the future. Unfortunately not every follow up conversation will end in a lead appropriate for the sales team. It is important in winning the prospect’s future business to provide an opportunity for direct follow up in the future. This may include gaining their email opt-in permission for relevant future content and positioning future telephone contact based on their expressed areas of interest. It is a best business practice to leave the door open to future communications.

Follow up teleprospecting conversations are an excellent method of maximizing your ROI on online media promotions. Conversations provide a detailed insight to the success or challenge of online syndications and further extend your organizations’ reach into the marketplace. Proper responder follow up tactics can yield high lead to opportunity conversions and future business opportunities.

Tagged: teleprospecting, lead generation, targeted lead generation, telemarketing web responders, telemarketing lead generation, lead generation telemarketing

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