B2B demand generation can be looked upon as a communication process that takes place between one business and another in either domestic markets or globally. The concept behind lead generation is very simple and it’s this simplicity that can often lead businesses to fail in their attempts to run an effective campaign.
Although the process is seemingly a straightforward communication method using direct telephone contact from a company to its prospects, the art of creating an effective campaign is more complex. The dynamics of the process will be affected by the business type, markets and products and services on offer. The style and approach used will differ depending in whether a company is small and starting to out to those that are bigger and well established.
The approach is versatile in that telemarketing services can be utilised at any point along the sales cycle. It works well in achieving sales target as it is goal specific and can be used to support prospecting and on tactical sales campaigns. Smaller businesses often use this approach to qualify prospects and identify possible buyers. This process can take time but is an important part of building relationships and trust. If the tone and approach is right at this stage, further down the sales process the turnaround times can be shortened and commitment to buy more easily secured.
A great deal of planning and consistent execution is required but the results are quick to see. Even specialists businesses can find this flexible and effective approach can provide an excellent way of carving out a niche market and identifying new areas of development. The market information and feedback that can be gleaned is invaluable and can sharp future marketing, operations and new product development. Demand generation is not a standalone function but a means to integrate and connect all aspects of the business with the target audience.
At IZEN Marketing we offer expert telemarketing services to support your business goals.