The B2B sales and marketing world today is a digital one. In the past decade, nearly all non-digital sales tactics and techniques have greatly declined in effectiveness while their digital replacements have experienced a nearly exponential rise in popularity.
All of this obviously changed the B2B sales and marketing landscape dramatically. No longer concentrated on tradeshows and industry-related print publications, successful B2B companies today are focused on integrating digital technologies into their sales process for better targeting and increased efficiency.
And while this digital integration and technological expertise is now a requirement for successful B2B sales and marketing, the question remains: is there any merit to keeping some of those older tactics in your toolbox?
When it comes to B2B teleservices, our opinion is yes. While digital tactics and technologies can greatly improve many aspects of your sales process, there are some things that will never be able to be automated and will always require a more traditional, people-oriented approach.
For example, it is fairly easy to generate a lead via inbound digital marketing techniques: someone goes to a search engine, types in a keyword and ends up on your site exploring your content. If you have a marketing automation software that ‘cookies’ your prospects and tracks their content engagement, it is easy to see when a prospect is showing some type of interest.
However, using marketing automation and other web tools, it is not always as easy to figure out just how interested your prospect is and what their real intentions are. Just by watching clicks and page views, you cannot tell if a prospect is desperate to find a solution this week or if it is a competitor trying to ‘borrow’ content ideas.
This is where teleservices can work wonders. When inbound leads come in and show a fair amount of engagement with your marketing content, that is when to have your sales reps call to do some qualifying. As we’ve written about previously, having a sales rep call after a prospect has already shown interest by engaging digitally greatly decreases the ‘coldness’ of the call. The prospect is already somewhat familiar with the company and is generally engaged enough to be open to a discussion at this point.