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Blog Posts by Laura Johnson

Four Ways to Engage With Your Sales Reps

We commonly see a split between marketing and sales organizations, which I find odd, since we’re all after the same objectives. Keeping your sales team aware and engaged in your lead generation activity is crucial to a painless, successful marketing campaign. The first step is to ensure you have Sales Management’s buy-in on your definition of “sales-ready” leads, as well as the types of organizations and contacts that you’re targeting with ...


Successful Objection Handling in Lead Generation

Last week, Jon provided some great tips on developing a telemarketing call guide. One of the key points provided was that a guide allows for flexibility in ways that a script just can’t. If telemarketing is anything, it is unpredictable. You never know what you’re going to get when you dial the phone. We tend to write call guides with the ideal call outcome in mind—the qualified lead. The fact is, nearly 90% of all completed calls are not...


Evaluating Results of Integrated Campaigns

One key element I’ve found that can be frequently overlooked in integrated marketing campaigns is the need to evaluate an effort full-scale, top to bottom, in order to identify what works and what doesn’t and to benchmark for future efforts. This is also crucial when it comes to calculating your true return on investment. Calculating the results on a telemarketing campaign is relatively simple. When you factor in the efforts required to gene...


Getting The Most Bang From Web Responders

We have seen some fabulous results come out of responder or presales campaigns over the years. Given the expense of in-person events and the increase in the web as a method for contacts to gather information prior to a purchase, it’s no surpirse that responder initiatives are becoming a very popular method of generating lists for telemarketing or sales follow-up. There are a few key factors to consider when lauching a web response campaign, ...


Economy Drives Up the Importance of Data Hygiene - Part 2

Jon’s comments last week on the importance of data hygiene in today’s economy got me thinking of some other things companies can be doing to serve their market in times of turmoil. Why not use a data cleansing/profiling effort as a reason to reach out to your customer base, let them know that you’re still there for them, keep your finger on the pulse, maybe offer them some ideas on how you can help solve their problems? Although our servic...


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