Home   About   Services   Client Testimonials   Contact   Blog  
Monday, November 24, 2008

I was chatting about this with one of my associates recently (an experienced telemarketer who's made 1000's of pitches over her career) and we were discussing the process of refining a pitch. It was apparent to me that in the business-to-business (B2B) space, telemarketing is much more of an art than a science.

Here's why I say that.

Direct marketing has always included both a creative element (such as writing copy) and then a science element (metrics, split testing, etc). These things go hand-in-hand because a minor change to the copy, when tested properly, can show a huge uplift in results.

That's why I've always thought of myself as a direct-marketer (coming from a sales background initially) as I'm always focused on results.

Anyway, the same is true for telemarketing but here's the difference: in B2C direct marketing campaigns, the volumes are such that tactics like segmentation, split testing, etc can be applied. For example, if you're sending out 500,000 direct mail pieces (or emails, or whatever) then you can test 1,000 on two different versions to find the one which makes a difference. A 1% uplift can make a huge impact to the overall campaign ROI.

However, in business-to-business telemarketing, and particularly high-end B2B telemarketing, these numbers really don't make sense.

For many clients, we may work on a campaign targeting a few hundred companies. When you really target your sweet-spot, for most small businesses, this is normal. When you are faced with a very small segment, it's not as easy to see statistically relevant results from making discrete changes.

Plus, add to this the human element. That is, even with a script (if you use such things, we don't) the message isn't delivered exactly the same way every time - even using the same telemarketer. So many variables come into play that it's impossible to determine which one made the difference.

Hence, it's an art, and one which is best practised by experienced people who have learned their craft by making thousands of pitches.

Labels: , ,

Posted by: David Regler @ 8:56 am |   | Links to this post  

Bookmark and Share


Post a Comment

Links to this post:

Create a Link

<< Home

New business in a recession - it's not an option!

Web 2.0 Business Success Stories

Should you be worried about breaking eggs?

"Conquest Business" - what a great phrase for new ...

Don't you love it when the underdog wins?

New business development in uncertain times

Unified Communications for Telemarketing Companies...

Is stand-alone telemarketing dead?

Social Media Marketing Strategies for Professional...

Winning new business with corporate giants

November 2005
December 2005
January 2006
February 2006
March 2006
April 2006
May 2006
June 2006
July 2006
August 2006
September 2006
October 2006
November 2006
December 2006
January 2007
February 2007
March 2007
April 2007
June 2007
July 2007
August 2007
September 2007
November 2007
December 2007
January 2008
February 2008
March 2008
April 2008
May 2008
June 2008
July 2008
September 2008
October 2008
November 2008
December 2008
January 2009
February 2009
March 2009
April 2009
May 2009
June 2009
July 2009
September 2009
October 2009
November 2009
December 2009
January 2010
March 2010
September 2010
October 2010
November 2010
December 2010
January 2011
February 2011
March 2011
May 2011
July 2011
September 2011
October 2011
November 2011
December 2011
January 2012
February 2012

Powered by Blogger

All content © Maine Associates Ltd 2010 All rights reserved. Read our privacy policy