Insider Perspective

The True Value of a Telemarketing Pilot.

For the seasoned marketer telemarketing may be just one of the many channels they use to generate, qualify or convert business leads. For some, the decision to engage with a specialised telemarketing agency to perform the campaign is a no-brainer. For new campaigns however, where outcomes or performance may be unpredictable, both the agency and the marketer will inevitably regard the engagement as more of a test, or proof of concept.

For a client, particularly if they have selected to work with a new agency, the early stages of the campaign may feel unnerving: a necessary but unwanted period in which they are testing both their perceptions of the agency, as well as the performance of the campaign. It goes without saying, that from the agency perspective, the early stages of any campaign are also a step into the unknown. Albeit a step that with the right data and insight can be a fantastic opportunity to gather and examine the performance data captured throughout a campaign, to truly test all of the assumptions about the campaign.

During this phase, the biggest challenge to the relationship between agency and client can often be misconceptions around the true value of the pilot. For the agency, the key to unlocking the potential of a well performing telemarketing campaign in these early stages is the creation of a solid pipeline. And, as long as communication remains honest and transparent between agency and client during this phase, good foundations can be built.

As we know this can be a time of great uncertainty for a client, we asked our data analysts to see what they could extract in terms of trends to help illustrate how and why a pilot is so important. The team analysed average weekly performance across 15 recent telemarketing campaigns across a range of sectors and propositions to see how performance typically changes over time during the pilot stage of a telemarketing campaign. For consistency, all of the campaigns had over 1,000 prospect records, involved calling into relatively cold data and were run without any breaks between calling weeks.

To see the illustrated graph and find out more about their findings, and understand the true value of a telemarketing pilot click to read our Insider Perspective report.

Related articles

ABM: a strategy, not a tool

ABM: a strategy, not a tool

Friday, January 10, 2020
Find out more
Modern marketing - between a rock and a hard place?

Modern marketing - between a rock and a hard place?

Thursday, October 3, 2019
Find out more
Lose the language barrier: the value of multilingual marketing

Lose the language barrier: the value of multilingual marketing

Wednesday, September 4, 2019
Find out more
Marketing in a post-GDPR world: what’s changed?

Marketing in a post-GDPR world: what’s changed?

Friday, August 2, 2019
Find out more

Our full range of telephone services

Data Services

High quality, profiled data

Data Cleansing
Data Cleansing
Clean, up-to-date data delivers better quality leads and boosts sales
Read more
Data Enrichment
Data Enrichment
Data enrichment enables you to connect better with your target audience
Read more
Email Opt-ins: GDPR
Email Opt-ins: GDPR
Do you have a clean, compliant, opted-in database?
Read more

Pre Sales Research

Actionable insight to inform your sales and marketing strategy

Pre Sales Research
Pre Sales Research
Arm your sales and marketing teams with clear customer intelligence and accurate data.
Read more

Telemarketing

Want more opportunities to drive revenue?

Lead Generation
Lead Generation
High-quality lead generation at every stage of the customer journey
Read more
Call Handling
Call Handling
We can provide your customers with an expert, personalised service - making every interaction count
Read more
Appointment Setting
Appointment Setting
Successful appointment setting requires meaningful human interaction with senior decision makers
Read more
Lead Management
Lead Management
Improve lead flow, quality and conversion
Read more
Event Marketing
Event Marketing
Engage high value attendees and drive registrations
Read more
Lead Qualification / Nurture
Lead Qualification / Nurture
Move leads through the funnel more strategically with our expert lead qualification and lead nurturing services
Read more

Sales

Results drive, expert sales

Telesales / Inside Sales
Telesales / Inside Sales
Flexible, high performance transactional telesales and complex inside sales services.
Read more
Account Based Marketing
Account Based Marketing
Increase profitability, reverse churn and increase customer lifetime value.
Read more

Post Sales Research

Is your customer intelligence keeping pace with your business goals?

Welcome Calls
Welcome Calls
An effective welcome call helps to create a foundation for a lasting relationship.
Read more
Customer Satisfaction
Customer Satisfaction
Gain a more nuanced view of your customers’ experiences through phone-based surveys.
Read more
Treating Customers Fairly / Compliance
Treating Customers Fairly / Compliance
An FCA authorised and regulated business, our expert team can help you meet your TCF compliance needs.
Read more