5 Ways to Deliver High Quality Telemarketing leads

High quality leads mean higher conversion rates. Generating high quality leads is vital for your business growth. There are ways to ensure better quality telemarketing leads.

23rd January, 2020
Vandita Grover

Lead generation is the trickiest and the most challenging task for marketers. According to a Rain Group survey in partnership with ITSMA, 42.1% of 825 B2B service professionals said that “finding a strategy, tactic, or offer that gets the attention of potential leads” was their key pain point.

With the popularity of digital channels, websites, webinars, SEO, email marketing, etc. have taken over as successful lead generation strategies. But Telemarketing remains one of the popular lead generation tactics as

  • it helps you connect with your prospects on a one-to-one basis
  • engage them in a personalized conversation to understand their pain points
  • inform them about your products and services

But most companies struggle with Telemarketing Lead generation. Here is why?

1. Bad Data – Your telemarketing lead generation campaign is as good as your lead database. Consider calling a prospect with a wrong profile or company name or worse a wrong name!

2. Lack of Resources – Most companies either don’t have or do not invest enough resources for an impactful telemarketing lead-gen campaign. Lack of time, smaller teams, and other resources like software or equipment will impact your lead campaign quality.

3. Quality Control and Measurement – Most B2B companies fail to validate their leads or measure the effectiveness of their campaigns.

4. Regional Policies of Data Protection– Different regions have different data protection policies (like GDPR in EU). Thus telemarketers must ensure compliance with regional policies before executing their lead generation campaigns.

So how do we generate super quality leads with so many challenges?
Let’s find out!

5 Ways to Deliver High-Quality Telemarketing Leads

Different telemarketing lead generation campaigns have different requirements. For example, calling up prospects to inform about your latest product features and inspire them to use it requires a different skill set. But it requires a completely different approach to find out if they will be attending your conference.

But here are a few best practices that you can apply across your campaigns.

  1. Research

    The first and foremost marketing principle is to ‘research’ your prospects. This includes understanding who your customers (existing or future) are, what problems they need to solve, their expectations, etc.

    The other important part is to understand when and where to reach out to your customers. Sure, you have their office address and contact number. But are they in the office all the time? Can you get hold of their mobile number?

    One way to boost up your telemarketing efforts is to reach out to your prospects across multiple channels and touchpoints. So it’s always a good idea to get hold of their social media accounts like LinkedIn or email addresses, too. And finding out when is the best to reach them across different channels and touchpoints.

  2. Clean up Your Database

    The other important factor is to ensure that the information in your lead database is correct, consistent and up-to-date. Consider, a key decision-maker in a B2B has switched roles or moved to a different company. Such a lead not only impacts your marketing efforts but brings a bad reputation for your business.

    Thus for a clean and consistent database, you have to ensure that

    • All your existing lead information is verified regularly. This includes validating prospect details like phone numbers and email addresses. Other data verification like profile, role, present company,etc. using information available on social media platforms and data available in the public domain.
    • Remove redundant information like multiple email addresses and merge (or purge) duplicate records. Updating missing information is important too.
    • Before adding a fresh lead to your data platforms, collect all the required information and verify every field. If you are targeting employees of IT companies of size 200-400 employees in the EU, ensure your leads match this criterion.
    • Refresh this information regularly (annually or bi-annually).
  3. Train your teams

    Investing in team training and ensuring synergy and coordination across your marketing, sales, inbound and outbound teams is crucial for high-quality leads. Periodic training, arming your employees with the right tools and software can help turn-around your telemarketing lead generation campaigns.

    Here is what you can include in your team training

    • Eliminating the siloed approach (of marketing and sales) in lead generation.
    • Developing good telemarketing scripts and continually fine-tuning them.
    • Training your callers to adhere to scripts but make the conversation personalized, engaging, and less interrogative.
    • Arm your teams with effective follow-up strategies. This includes prioritizing leads, understanding a good time to follow-up, when not to follow-up, etc.
    • Impart empathy training so that your teams can add a human touch and establish relationships
  4. Quality Assurance

    A lead is as good as the depth of quality checks applied to ascertain its quality. It is thus crucial to ensure each of your leads is monitored, verified, and validated before it moves down the sales funnel. Many companies outsource their lead generation programs to vendor partners. Some vendors use bad tactics like recycling old/stolen data, fabricated leads or tampered files or recordings to deliver leads.

    So, how do you ascertain lead quality?

    Here are a few tips

    • Establish compliance programs for your lead generation activities.
    • Ensure all your leads pass through stringent Quality Check(QC) processes.
    • Perform Audits and Quality Checks on all your leads (vendor-supplied or in-house).
    • Monitor vendors and penalize them for non-compliance.
    • Set minimum standards to screen vendors and demand generation partners.

    A QC Process could include activities like verifying details with those available in public domain, ensuring the data gathered comply with the law of the land, using recording forensics software to ascertain if recording files are fabricated or manipulated, matching call recordings with your scripts, etc.

    A good QC Process is robust and uses tools, software, and human intelligence to ensure that all leads pass stringent quality checks for all parameters.

  5. Measure

    “If you can’t measure it, you can’t improve it,” Peter Drucker.

    The only criterion to know if your leads are of high quality is to measure the performance of your telemarketing campaign. For instance, the TrueQC team came across a set of 438 leads of a media house client. These leads were as delivered by a vendor. On verifying we found the following results: Only 53 prospects were called! While 12 agreed to review the information provided to them, five prospects answered all seven questions according to the script, two agreed to talk to the sales team. The rest of the leads were not interested. And out of 12, only 4 leads qualified the Quality Checks.

    That means only 4 of 438 (not even 1% of leads were of high quality!) Just imagine what these leads can do to your business.

    That means only 4 of 438 (not even 1% of leads were of high quality!) Just imagine what these leads can do to your business.

These were our five simple tips that can help you generate high-quality telemarketing needs.

And if you are pressed for time or need expert help to ascertain the quality of your leads – You can get a comprehensive quality check for all your leads with our all new QC Platform.