Telemarketing is dead, the future is Lead Nurturing

Author:

Operatix

Telemarketing is dead, the future is Lead Nurturing

Author:

Reading Time: 3 minutes

Telemarketing is dead, the future is Lead Nurturing

Lead Generation for B2B Software Companies

Operatix

The traditional concept of telemarketing as we know it in the technology sector is dead. Calling prospects cold and expecting them to immediately tune in to your technology and fall into an existing project based on a scripted call is highly unlikely under the best of circumstances, but in a market where cash is king, projects are being delayed and the decision making process is being pushed to the top of the company it is a fruitless task.

Why? Because years of people being bombarded with cold calling where 95% of these calls have absolutely no relevance or understanding of the prospective customers requirements has left people with no desire to converse in order to run through a pre-scripted conversation in the vain hope that they have the answer to all of their business objectives. Having said this, enterprises will continue to invest in technology.

So, if companies still have a requirement to invest in technology and deliver increased efficiency and improve the productivity of their people, but won’t respond to traditional low level marketing, how do you converse with prospects to deliver results and get your slice of their budget?

The Marketing team in most technology companies have a wealth of information on existing customers and relevant prospects, this is usually held in CRM systems, databases or spreadsheets. Information is compiled over a number of years, the information being collected through multiple sources, including Web site hits, conferences, seminars, trade shows, webinars and in the most extreme cases the sales team volunteering information to the marketing team!

It is rare for the intelligence that has been so patiently and costly gathered over a long period of time to be utilized in a timely fashion. Taking the right action quickly is the key to turning that intelligence into revenue!

With any direct marketing campaign there will be between a 1% and 30% response rate depending upon the nature of the activity, the numbers being targeted and the relevance of the proposition to the recipient. Whatever the level of response the sales team will take responsibility for the top 5-10% of opportunities created and want to work them directly. This is where the marketing intelligence starts to be gathered and the 90-95% of respondents remaining tend to be entered into the CRM system or database for future marketing activities, or you may say, “Let’s hope we get lucky next time”.

In reality it is typical that 50% of respondents can be qualified out as not being a good fit for you to do business with in the following 12 months, on the lines of having no budget, no timetable, no need and no access to a decision maker. However this leaves 40-45% of respondents that should be qualified in as companies that do have the ability to do business in the coming 12 months and need to be categorised into when and how they may convert into customers. The categorisation is likely to be based on similar criteria to that that has been used to qualify companies out, timescales, budget, need and access to a decision maker.

The qualification and categorisation of the second tier of prospects from any marketing campaign will allow you to determine the optimum way to manage each prospect company towards the ultimate goal of closing business with them and in many cases bring the timescales forward and increase the budget they have available to spend. By implementing a sequential and relevant contact program with the prospect, based on their requirements and their vertical market in combination with your solutions and developments it will be no surprise to the prospect when they enter the real buying cycle that you are top of the potential suppliers list. They already have a relationship with you, they will be aware of your solutions, how you help them achieve compliance, cost savings, efficiency and productivity gains or whatever business drivers they require.

The only way this can be achieved is by building a relationship with the prospect that they see as benefiting them. A relationship that can only be built, over time, through an effective Prospect Nurturing Program. In summation what may have worked 10 years ago is no longer applicable now. People can spot a scripted cold call a mile off and their immediate reaction is to switch off and put the phone down at the earliest possible stage.

Effective Nurturing of prospects will increase the return from marketing campaigns by a minimum of 10 times within a 6 month period. The past 10 years has seen marketing teams in technology companies “doing the right thing” in running telemarketing projects. By switching their focus away from traditional telemarketing techniques and turning their focus to effective prospect nurturing the marketing team will be “doing things right”.

About Operatix

Operatix is a Sales Acceleration company specialized in supporting B2B Software vendors to identify new revenue streams, increase qualified sales pipeline, and accelerate channel development across Europe and North America. Operatix has a wealth of experience in working with the biggest tech players worldwide as well as a multitude of emerging software vendors.

Managing outsourced sales teams: 4 tips for success

Aoife Daly

Your Go-To-Market Strategy Done Right

Pete Crosby

Operatix Promotes 50 Employees in 17 Months

Aoife Daly

Ready to get started?

Learn more about how we can get work as an extension of your Sales & Marketing teams to drive more revenue.

Channel Transformation

Digital transformation is changing how companies buy and use business solutions, making vendors re-assess the capabilities of their channel ecosystem. With channel dynamics in constant flux, vendors need to be ready to cut ties with partners that don’t share their vision or have connections with the right B2B buyers.

 

Operatix has supported numerous vendors in their path to Channel transformation by assessing current partners and recruiting new partners that are more aligned with their new channel strategy. Once the right partners have been identified, Operatix built scalable outbound sales development programs that accelerated their routes to market.

Inbound Response Management

In a competitive industry like technology every lead counts. Operatix can help you maximize conversion from MQL to SQL and from lead to pipeline, increasing both your revenue and ROI on marketing activities.

Account Identification

Identifying the accounts that are more likely to buy from you is part of our expertise. We will research the market, identify verticals and industries that can benefit from your solution and set up qualified sales engagements for your teams to kick-off the sales process. 

Cold Prospecting

Our team will identify new sales opportunities within the strategic accounts that you haven’t been successful in penetrating through your sales & marketing efforts. By applying the ‘Challenger Sale’ methodology we use a tailored, multitouch approach to connect with prospects, generating qualified sales engagements for your team and ultimately increasing your pipeline.

Outbound Sales Development

Using a proactive outbound sales approach has been proven to be one of the most effective methods to engage with prospective customers. By applying the ‘Challenger Sale’ methodology we use a tailored, human approach to getting in touch with prospects to increase your qualified sales engagements and ultimately generate more pipeline.

Outbound Sales Development

Using a proactive outbound sales approach has been proven to be one of the most effective methods to engage with prospective customers. By applying the ‘Challenger Sale’ methodology we use a tailored, human approach to getting in touch with prospects to increase your qualified sales engagements and ultimately generate more pipeline.

Partner Concierge Service

Our Partner Concierge Service helps vendors accelerate their channel programs, by engaging and nurturing channel partners and supporting them to get to revenue quicker.

Demand Generation

Whether you need to implement a demand generation strategy or get more results out of your existing demand gen engine, Operatix can work alongside your marketing team to yield better results out of your demand generation programs.

Account-based Marketing

An Account-based Marketing strategy is only as successful as the revenue it generates. At Operatix we will support your 1:1, 1:few or 1:many approach to get your team in front of decision makers in the accounts that matter the most to you. 

Lead Qualification

If your marketing leads aren’t converting, it might be a lead qualification issue. Operatix can help sieve through leads that need further qualification, so they are ready for an AE or sales team member to engage with.

Account-based Selling

At Operatix we will support your 1:1, 1:few or 1:many approach to get your team in front of decision makers in the accounts that matter the most to you. 

Pipeline Generation

Generating Pipeline for our clients is our key-objective. And we do that by using a multi-touch, multi-channel approach to generate qualified sales engagements for our customers’ sales teams.   

Account Intelligence / Deep Dive

Understanding buying centres, hierarchies and relevant personas in strategic accounts is a fundamental step to increase conversion rates. By leveraging account intelligence in a sales conversation your team can tailor their message and provide value to their prospective customer. But sales & marketing teams often struggle to dedicate time and resources to do the deep research and this is where Operatix can help.

DMID – Decision Maker Identification

Finding quality data is an on-going challenge for B2B Tech vendors. The accuracy of data platforms is questionable and that is why Operatix developed a manual process to identify & verify contact details for decision makers within strategic target accounts.

Playbook design

Operatix can develop Sales Playbooks that enable teams to sell more effectively. Your Playbook will be fundamental to get your messaging right, accurately position your solution against competitors, and adapt the communication of your value proposition to different buyer personas.

Recorded Testimonial: RXVantage

Fill in the form below and receive the recorded testimonial of Jeremy Gilman. 

Recorded Testimonial: Qualys

Fill in the form below and receive our recorded testimonial from Joerg Vollmer, the General Manager at Qualys.

Recorded Testimonial: Incorta

Fill in the form below and receive the recorded testimonial of Emily Lewis. 

Sales Playbook Development

Operatix can develop Sales Playbooks that enable teams to sell more effectively. Your Playbook will be fundamental to implementing the correct messaging, accurately position your solution against competitors, and adapting the communication of your value proposition to different buyer personas.

Lead Qualification

If your leads aren’t converting, it might be a lead qualification issue. Operatix can help filter through leads that need further qualification, ensuring that they’re ready for an AE or sales team member to engage with and progress through the funnel. 

Partner Portal / Marketing Concierge Service

Vendors often spend thousands of dollars building multifunctional Partner Portals to help channel partners educate their teams, manage opportunities, and create marketing programs. Still, these portals are often underutilized due to lack of bandwidth and capacity from vendors to offer support in enabling their partner community. Operatix, through their Partner Development team, can support your partners to make the best use out of your partner portal, managing the relationship with your partners and helping them set up co-marketing campaigns to drive more revenue for both businesses. 

Marketing & Sales Alignment

The sales development function is often seen as the “glue” that brings sales & marketing teams together. By working as an extension of your teams, Operatix will be your predictable source of pipeline, sales & revenue.

Optimization of MDF

Market Development Funds are an important component of any channel ecosystem, though vendors believe they are not maximizing the return on investment they should be getting from their MDF programs. At Operatix, we build scalable outbound sales development programs that will give you the visibility of return over the invested spend and will provide clear value for your channel partners.

Increase Partner Productivity

The 80/20 rule is still very applicable to the channel, which means that investing in partner productivity should be a priority for vendors looking to grow their businesses. Operatix can increase partner productivity and shorten sales cycles, by identifying ready to engage sales opportunities for your most valued channel partners.

Virtual Channel Account managers

Our VCAM team is responsible for building, maintaining, and managing sound relationships with current and prospective channel partners. They can get involved in opening up new sales conversations as well as closing small businesses up to $ 10k.

Tier 1 & Tier 2 Activation

Whether your business decided for a Tier 1 or Tier 2 distribution model, Operatix can help your channel partners get to revenue quicker. By providing qualified sales engagements to your channel partners we can accelerate your route to market with tangible and easily measurable results.

Solution Selling Training

Far too often vendors insist on enabling their channel partners to talk about features and technical details of their solutions. Customers don’t buy features; they buy the benefits your solution can bring. Operatix will work with your partner community to train them in articulating your message from a high-level business perspective, enabling them to talk to prospects about the value your solution can bring to their company from a board-level perspective.

Channel Enablement

Enabling your channel partners have measurable wins for your business when done right. Operatix has a proven track record in enabling channel partners from a sales & marketing perspective, providing them the knowledge and tools to successfully pitch your solution and sell the value & benefits of it. 

Partner Recruitment

Recruiting the right Channel Partners is the first step for a successful channel program. Operatix has helped over 350 B2B Software vendors recruit suitable channel partners across EMEA and North America, supporting them to scale and expand their presence in different geographies and verticals. 

Risk/Reward Business Model

To truly work as an extension of our client’s sales & marketing teams, we have also adapted our business models to show how our clients operate, and how their success is measured. With our risk/reward business model your investment is proportional to the results our team delivers.

Sales Qualified Leads

On average, 52.5% of the sales engagements set up by our team progress into a next step in the sale process. That means that 5 out of 10 meetings will progress either into a POC, a Demo or a pipeline opportunity.

Geographical Scale

Trading in different geographical markets not only requires a knowledge of the native language, local rules & policies, but a deeper understanding of the local culture and habits. We have the ability to deliver campaigns in multiple countries with flexible resource allocation. This is through our team of international speakers, who have the ability to sell in 17 different languages across the globe.

Increase Revenue & Decrease Cost

Building an internal sales development team comes with many additional costs and challenges that aren’t always taken into account: recruiting resources, training and enabling them etc. You also need to take into account the need for having the data and tools to make them successful, which in turn requires time, capital and effort. By outsourcing your sales development to Operatix you will see your revenue increasing, while decreasing costs and business risk.

Predictable Pipeline Generation

On average, our clients see a 26X ROI on the programs we deliver. By understanding your revenue targets and sales pipeline gap, we will work on a sales & marketing plan that will deliver tangible results.

Vertical Growth

Entering new industries or launching new product lines? Operatix can accelerate your growth by supporting your go-to-market strategy, and getting your sales teams in front of decision makers in key target accounts.

Reduce Headcount

By outsourcing your sales development and partner programs to Operatix; we reduce headcount and the challenges that come with managing people, technologies, and processes. We take care of your sales development, so you can focus on what matters the most: growing your business.

Revenue Acceleration

Operatix helps your business get to revenue quicker. By providing qualified sales engagements for your direct sales team (to kick-off new sales cycles), or by accelerating the growth of your channel partners, our focus remains on delivering tangible results for your business. 

Persona-based Selling

Operatix team will design specifically tailored messages to influence the different levels of decision makers in the sales process, tailoring the communication according to each job function. Our focus is to sell the value of your solution from a business perspective, not its features.    

Recorded Testimonial: Bitglass

Fill in the form below and receive our recorded testimonial from Aya Fawzy, the former director of Bitglass.