Since there are so many effective marketing and sales channels available to B2B and medtech organizations today, it’s important to take an integrated approach in order to improve brand exposure across multiple touchpoints. Selecting only a few channels is often too limiting, and a mix of both “new” and “traditional” approaches is best. In the “traditional” category is the old standby – the telephone call.
A live, two-way conversation remains one of the most productive marketing and sales tactics today, which is why it’s in your best interest to invest in an outbound calling campaign. Here are 5 of the top reasons to do so:
1. Gather target audience insights
The more you know about your target audience, the better you will be able to market to them, connect with them, and ultimately sell to them. An outbound calling campaign can will unveil target audience behaviors and needs.
Having conversations with your target audience can uncover insights that might not have been found otherwise. These insights can be used to improve upon sales and marketing messaging in addition to informing product/service development.
2. Improve brand awareness and recall
Another reason to have an outbound sales calling campaign is that it can increase brand awareness and recall. When approached the right way, a phone conversation can be a great introduction to a company, product, or brand. A phone conversation is much more personal than other outreach methods, and allows flexibility and connection that’s impossible in most digital methods.
3. Maintain a current sales database
In the sales world, the sales database is everything. When the sales database is accurate, it provides sales professionals with current information that can be used to craft a personalized sales pitch. An outdated sales database can result in uninformed sales pitches that come off as unprofessional. An outbound calling campaign can be executed to gather the most recent information and ensure that the sales database is accurate.
It is important that you have the correct names, titles, roles, email addresses, phone numbers, and more in your database so that the sales people don’t waste their time. You want to make sure that your message makes it to the right person, and that can’t happen if the information is incorrect!
4. Generate leads
The phone call remains an important lead generation tool. Unlike other outreach efforts, it establishes a personal connection with the representative on the other end of the line which can go a long way towards generating a lead. The conversation can flow naturally and speak directly to the needs of your prospect.
Once a prospect becomes a lead and moves further through the sales funnel the goal of an outbound calling campaign shifts to selling. At this point, the most experienced inside sales professionals take over and utilize all of the knowledge gained throughout the entire sales lifecycle.
While outbound calling campaigns might seem old fashioned, they still work and play an important role in the overall inside sales process.