Are Telemarketing Services Still Effective?

Gil Gruber, MBA

Gil Gruber, MBA

With over 20 years of diverse marketing and sales experience, Gil’s entrepreneurial spirit led him to serial success in various business and organizational ventures, recognized on the “Maverick of the Morning” CNN show and awarded with the “Best of the Web” from Forbes. Gil is a frequent speaker at conferences, associations, and international events about emerging trends in B2B marketing and organization expansion. His book “Turn On Marketing” is available on Amazon.
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If you live in North America, you have probably experienced unsolicited telemarketing calls or “cold calling.” Many Canadian organizations have long used these services to market or even sell their products or services to potential customers. However, with all the spoofing, robocalls, scams, and unwanted phone calls from unregulated call centers, the effectiveness of telemarketing services has dropped dramatically.

But it’s not the end of the world for telemarketers. The service has proven to be highly beneficial when it was integrated into marketing campaigns correctly along with other strategies. Read on to see how. Our telemarketing services have evolved from traditional cold calling to a more efficient and effective targeted approach.

Unlike outdated tactics, where random prospects were contacted without prior research or consent, targeted telemarketing focuses on engaging with carefully selected, high-potential leads based on specific intent data and customer demographic profiles. This shift allows for more personalized and relevant communication, improving conversion rates and customer satisfaction.

Additionally, this ensures full compliance with the CRTC regulations regarding unsolicited telecommunications rules in Canada, respecting national do-not-call lists (the National DNCL) and adhering to stringent rules that protect consumer privacy and rights, making our services both ethical and efficient.

 

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Why Should We Use Telemarketing?

When used strategically alongside other marketing efforts, targeted telemarketing services can be highly effective for a range of purposes, including:

    • Market Research: to speak with real people to understand their current status and what would help convert them.
    • Lead Qualification: to get immediate and straight answers from prospective clients to determine their readiness.
    • Lead Nurturing: to speak with prospective customers and help convert them to paying clients.
    • Follow-Up: to re-engage prospects after initial contact, ensuring continued interest and moving them closer to a decision.
    • Appointment Setting: to promote an event or book appointments.
    • Telesales: to relieve some of the sales team’s load by having sales representatives start the dialogue or even convert some ready prospects.
    • Customer Experience Feedback: to get real and timely customer feedback on customer experience after specific touchpoints through a Net Promoter Score survey.

Examples of Successful Telemarketing Mandates

Now that we know how Canadian companies can properly leverage the power of outbound telemarketing in their marketing efforts, let’s take a closer look at some real-world results we have been able to achieve in English and French:

    • We increased the registration rate of a professional association for its professional development seminars by 27% year-over-year.
    • We helped a SaaS company develop an industry benchmark by interviewing 35% of its target market. This led to the benchmark’s publication on several social media channels and attracting prospective clients.
    • We conducted a phone survey for a manufacturer assessing entry into a new region to ensure market needs and entry viability. In addition to validating certain client assumptions, we identified sales opportunities that resulted in immediate contracts totalling $650,000 in revenue.
    • We took over all BDR (business development representatives) activities for a small tech service-based firm, allowing their sales team to focus solely on closing deals.
    • We assisted a not-for-profit organization by using our telemarketing agents to call donors and verify their satisfaction with the organization’s use of their funds after insufficient feedback from their online NPS survey. This campaign resulted in a 19% increase in donor retention.
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What Are the Steps for a Successful Telemarketing Campaign?

Professional telemarketing companies or service providers usually follow this procedure:

    • Define how to approach phone recipients.
    • Develop an interactive script to support agents.
    • Train the team of agents allocated to the campaign.
    • Set up the database and automate the telesales system.
    • Run a prototype campaign to validate the strategy, script, and agent preparedness.
    • Execute the telephone calls to deliver results.
    • Optimize and control the quality of calls and make improvements.
    • Generate a monthly activities report.

Why Work With Our Telemarketing Team?

    • Our team is professionally trained for this.
    • We care about your ROI and we constantly invest in improving the results.
    • It is important for us to deliver. Your success is our success.
    • You can start small and scale up. Our team is designed to grow with you.
    • We act as an extension of your organization and update you on the campaign as needed in real-time.

Overall, telesales can still be an effective way to achieve customer prospecting, and Direct Objective has extensive experience planning and executing telephone-based campaigns.

Do you have questions or need additional information about telemarketing? Are you ready to launch a client prospecting campaign? Contact Direct Objective today. We will be happy to assist you!

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Looking for guidelines, support or assistance? Contact us and speak to one of our experts.

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