Is the PHONE a marketing medium?

The origin of telemarketing (TM) may be lost in the mists of time. Lots of folk credit Murray Roman for being the father of telemarketing but I don’t believe he ever confirmed parenthood. As an executive for the Ford company however, he was involved in the first mass telephone campaign in 1964. Vance Packard in his “The Naked Society” wrote about the 20 million phone calls which Ford then made. Packard was not altogether complimentary even though the campaign produced a magnificent result for Ford. Ford’s success quite likely sparked the entry of business into this direct marketing medium. 

The basic concept of TM was much like that of direct mail … deliver a consistent message to a generally uniform audience and the response will be measurable.  If you sent out 10, 000 advertising packages and received 200 responses you could extrapolate that 2% by mailing a million to the same quality list and geography.

This applied equally to outbound telemarketing.  If one called 1000 similar prospects with a similarly consistent message (script) then this too became a measurable marketing medium.  And it worked, sometimes better, sometimes worse depending on the ability of your callers to conduct proficient conversations with decision makers.

The medium was embraced early on by consumer direct marketers who built large phone banks to organize their calls. And it did not take long for the medium to start irritating consumers. Calls were being made during the evenings and weekends.  They were rigorously scripted and for the most part high pressured. There were also many scams. Sure enough everyone who operated a TM service was soon tainted with the bad reputation of the medium. 

Newspapers whipped up a frenzy of fury – partly due to a loss of revenue no doubt. Ironically, many of them were later to become the biggest users in an attempt to build subscriptions, to regain lost subscribers, and even to solicit advertising. In 1996 my company, Effective Telemarketing Inc. changed its name to ETI Sales Support simply because it just became pain-in-the-neck embarrassing to be tainted by the consumer side of the medium. Especially as we never operated in the consumer sphere.  Our focus was and has always been in the domain of B2B.

With the advent of the ‘Do Not Call’ lists initiated early on by the Direct Marketing Association and later endorsed by the Federal Government, this negativity has markedly decreased.

So is the phone a marketing medium?  Especially as it pertains in the B2B marketing space?

The answer is definitely a huge yes.  And an enormously successful one too.

When looking to generate B2B Sales Leads here are some pointers to bear in mind.

  • Messaging: – Although in our world (B2B Lead Generation and Lead Qualification) the communication is consultative (i.e. not scripted) in nature it is still consistent from prospect to prospect and market to market.  This allows one to measure results and data accurately.  Furthermore, these results are fully projectable.
  • Interactive medium:  No other form of direct communication allows for instantaneous two way communication with a prospect.  All other media facilitate an entirely one sided communication.  Take a moment to consider the power of such personal  interaction:
    • Best way to identify and talk to the decision making authority
      • Only dynamic medium that allows you to navigate within an organization to identify the true decision maker/s.
    • Best way to motivate purchasing interest of the decision maker
    •  Best way to respond to questions or objections
    • Immediate ability to probe for need and pain
    • Immediate ability to confirm
      • Real interest
      • Appointments
      • Orders
      • Webinar/Seminar registrations
      • Etc Etc.
  • Brand: You never get a better chance to make a first impression.  (While many may think that brand might be compromised by a phone call, it’s my firm opinion that when handled correctly, brand image can be enhanced by such a communication.)
  • Actionable Business Intelligence:  Because the telephone is interactive in gathering business intelligence and data in real time, one can measure the data quickly and effectively. This effectively allows clients to manage follow up processes (by sales or sales lead nurturing systems).
  • Flexibility:  With a smart nimble business developement team one realign and modify call guides.  One can also customize the message as it pertains to different market segments and audience types.
  • TM will produce about 4-10 times the result of direct mail alone. And as much as 1,000% more than permission based email blasts.
  • Testing is possible and desirable.
    • Test various messaging approaches.
    • Testing different market segments can be quick and effective.
      • By vertical (SIC classifications)
      • Company size (employee and or revenue)
      • By product usage.
      • By geography
      • Etc.

So yes … B2B Telemarketing is a marketing highly effective medium and one that should be preferred when the objective is New Customer Acquisition.

Real Time Web Analytics