So, here we are. 2014 is well and truly upon us. As a marketer, you are probably busy getting your new marketing plans off the ground. In highly competitive B2B markets like the UK, you have so much the advantage over competitors if you are able to get your campaign running as early as possible. However, it is also crucial that you start the year right. Even if you are quite confident already with your new marketing strategy, it is always wise to look back over the last year to see which of your previous approaches worked out well and which ones tumbled. Our goal is to learn from all the failed campaigns and do our best to carry over those successful ones into 2014.
Looking forward to a more productive appointment setting lead generation campaign in the UK, you might want to consider the following insights to increase your chances to success this year.
1. Observe right timing.
Good timing is everything. There is a great deal of truth in this statement not only when you’re telling jokes, but also when you’re generating B2B leads, be it through email, telemarketing, online, or social media. I have seen excellent marketing opportunities spoiled by untimely approaches of ill-advised marketers. When you reach out to decision makers whether by, make sure you do it at a time when they are most likely to pay attention to what you have to say. In telemarketing, dinner time is probably the worst time to call unless you’re selling pizza. Determining the right time can be challenging, but it doesn’t mean you can’t do it.
2. Personalize your approach.
As a marketer, you must have accrued a wealth of business data compiled into email or telemarketing lists. Instead of looking at those lists as mere collection of random names and numbers, why don’t you consider segmenting them into different targeted groups based on location, interests, or behaviors, and create personalized messages targeting each group based on shared characteristics? Doing so will make your marketing message more targeted and relevant.
3. Communicate your purpose clearly.
What is the purpose of your call? Make sure those you are calling know that. In email marketing, include a clear call-to-action in your message telling prospects how to proceed. Do the same with online and social media marketing for maximum results. If you don’t, you risk losing sales leads in a chasm between lead generation and conversion.
4. Gauge your results.
Telephone survey is an excellent way to generate unbiased feedback from your market. When you are running an SEO campaign, even a short exit survey in your website can help you glean insights into what visitors like or why they are leaving. You can then use these insights to improve your strategy.
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