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A strategic call: the many ways that telemarketing adds value

Tuesday, September 5, 2017 Category: Insider Perspective

In a recent international survey of 1400 marketing professionals*, nearly half of all respondents cited “personalisation: understanding customers and defining a single customer view” as the most essential issue for 2017. Under pressure to better understand and engage with customers, marketers are looking to gain deeper customer insights and create more personal, meaningful and impactful customer interactions. Digital platforms and new technologies have provided marketers with increased potential to capture data and deliver more personalised interactions with their customers. However, is that the same as truly understanding customers – how they are feeling, and what they want?

Leveraging Marketing Technology without losing the Human Connection

Tuesday, June 13, 2017 Category: Insider Perspective

Technological developments have always shaped the business, sales and marketing environments. First came the telephone, then the computer and later, the internet – all changing the commercial landscape forever. But recently, the pace of technological change has accelerated rapidly, prompting companies across all industries to put digital transformation front and centre of their business strategies.

Together at Last: A Guide to Sales and Marketing Alignment

Thursday, May 11, 2017 Category: Insider Perspective

Until recently, most businesses have approached sales and marketing as completely separate functions with their own responsibilities and KPIs. However, there has been a shift away from this silo mentality. Contemporary customer demands and increasing business complexity are now making it necessary for sales and marketing to work more synergistically.

Tagged in: Sales Funnel

Lead response management: turn inbound leads into sales

Thursday, February 9, 2017 Category: Insider Perspective

Some companies are highly capable of attracting a healthy volume of inbound leads, through website enquiries, content downloads, landing page visits and other digital channels. However, this potentially valuable business opportunity can quickly die on the vine if there is no infrastructure in place to handle these leads swiftly, thoroughly and effectively.

Tagged in: Lead qualification

How to bridge your Inside Sales skills gap

Monday, January 30, 2017 Category: Insider Perspective

Companies that are marketing complex B2B services and solutions need skilled and experienced sales agents who have the capacity to profile prospects, strategically communicate value propositions, and keep high-level decision-makers engaged at every stage of the account lifecycle. Nowadays, however, instead of these agents having to go on the road to generate demand – they can build a healthy business pipeline remotely.

Tagged in: Inside Sales

Pay-per-lead: a penny wise, pound foolish approach?

Friday, December 2, 2016 Category: Insider Perspective

Many clients ask for a pay-per-lead pricing model when embarking on a telemarketing campaign. We fully understand that – at first glance – this approach may seem to be the most cost-effective and risk-free way to generate leads. After all, if you’re only paying for leads delivered and not for time wasted on dead-ends, then you’re maximising your return on investment, right?

Inside Sales: The Future is Bright, The Future is Digital?

Tuesday, November 29, 2016 Category: Insider Perspective

If you’ve been in sales for the last decade, the rise of the American Association of Inside Sales Professionals’ (AA-ISP) here in Europe has probably not escaped your notice. Dedicated to advancing the profession of Inside Sales, the AA-ISP has 6,000 individual members represented by over 2,500 companies in the US and worldwide. Without doubt its mission of becoming the industry standard bearer is as strong in Europe, as it is in the US.

How B2B marketers can close the demand generation loop

Friday, November 18, 2016 Category: Insider Perspective

The role of the B2B marketer is evolving and expanding. Traditionally, marketers have focused on generating leads and handing these over to their sales teams. Now, with advances in communication technology, a better educated customer base and a more complex business environment, the buying process is no longer linear. Prospects can enter the sales funnel at any stage; and instead of moving in one direction, they jump back and forth. This calls for a much closer collaboration between marketing and sales.

Telephone Account Management: Gain, Sustain, Retain

Monday, August 22, 2016 Category: Insider Perspective

In Part I of this series, we looked at how the move towards servicing ever greater numbers of ‘long tail’ customers purely through digital engagement is rapidly falling out of favour as companies realise the hidden cost of this approach. In this second part, we look at how companies are responding to the challenge of the ‘non stop customer’ and returning to a new, smarter, telephone account management model that delivers genuine value back into the business.

The B2B Customer Experience: How does your business measure up?

Friday, August 12, 2016 Category: Insider Perspective

Most companies consider customer loyalty to be a key business objective, not only as an indicator of customer satisfaction, but also as a predictor of future revenue potential and hopefully onwards recommendation to peers and colleagues. In a fiercely competitive market, with so many organisations offering similar products and services, it can be a struggle to differentiate your business. Buyers are spoiled for choice and as a result, customer loyalty is in decline; with research showing that 50% of customers are no longer committed to a particular company or brand.

Customer Centricity - Beyond Customer Satisfaction to Genuine Customer Insight

Thursday, June 16, 2016 Category: Insider Perspective

“The first step in exceeding your customer's expectations is to know those expectations.” Roy H. Williams True customer centricity goes beyond offering excellent customer service. It is about putting the customer at the heart of your business operations, culture and strategy. Many B2B companies today believe that they are in synch with their customers. However, a recent Gallup study has revealed that the majority of companies operating in the B2B arena are simply not managing to build strong and mutually-beneficial customer relationships.

Is telemarketing as expensive as you think?

Friday, May 20, 2016 Category: Insider Perspective

Organisations of all sizes are familiar with the dangers of becoming too focused on turnover alone as a measure of success. Business leaders continue to focus on profit and, with digital and social media now promising ‘cost effective’ alternatives to traditional marketing channels, there is growing pressure on marketing executives to deliver new business at the lowest possible price. Companies are scrutinising their marketing spend and questioning whether they have chosen the most cost-efficient marketing channels to support their business objectives.

Telemarketing - Old Dog, New Tricks

Tuesday, March 1, 2016 Category: Insider Perspective

If you were in the business of hiring a telemarketing company 15 years ago, much of what you would have heard from them would not be too dissimilar to what you would hear today. The language of telemarketing at least has not changed much over the last couple of decades.

The True Value of a Telemarketing Pilot: Insider Perspective

Thursday, February 25, 2016 Category: Insider Perspective

There are a number of factors that influence the success of any telemarketing campaign. These include the performance of your agency, the quality and age of your data, the relevance of your proposition or messaging, your strategy for handling objections, the selection of your target audience, criteria you require for a result, or the quality of briefing.

Inside Sales - Build or Buy?

Tuesday, January 26, 2016 Category: Insider Perspective

It’s easy to dismiss ‘Inside Sales’ as a US import, a fancy name for telemarketing or even a ‘bandwagon’ - Harvard Business Review would however disagree, describing it as the trend that is changing sales.