Despite an enormous amount of material arguing to the contrary, in this writer’s opinion, telemarketing continues to provide the best return on investment of any sales lead development approach. Recent conversations with personnel from a number of prominent ISVs (active in markets related to Microsoft’s Office platform) indicate these organizations share the same opinion.
Perhaps it can still be argued online product promotion (web content in all its forms — online press releases, web site editorial content, blog articles, status updates to prominent social media venues, etc) is, nevertheless, the best method of driving prospect interest in a product. Further, it may be the case the best method of nurturing prospects through a series of interactions leading up to a purchase interest in a specific solution is to periodically contact these people via email messages. But, ultimately, as these leads transform into consumers with a defined appetite for a specific product, the best method of engagement available to ISVs remains telephone contact, meaning telemarketing or teleprospecting.
To provide some sense of how much more effective telephone contact can prove to be, at the right time, we refer to some work we recently undertook for one of our long standing clients. This ISV had recently exhibited at 3 prominent trade shows for its market. The initial effort to engage with booth visitors, after each event, took the form of a comparatively impersonal broad email message sent to each visitor, in HTML format. In each case the level of incoming activity from booth visitors, post receipt of this email message, was weak. Further, the follow up efforts we undertook immediately after the broad HTML email had been received by booth visitors, which took the form of a personalized text email message, produced equally anemic results.
In contrast, a serious effort to reach out to each booth visitor via a telephone call exposed healthy interest in our client’s solution. Approximately 5% of visitors contacted even expressed some serious interest in purchasing the solution albeit at a later point in time (for example, the next fiscal year).
Bottom line: telemarketing (and, by extension, cold calling) should play a prominent role in any ISVs lead generation planning.
© IMB Enterprises, Inc. & Ira Michael Blonder, 2014 All Rights Reserved