Where possible it makes more sense for technology businesses to implement what we have referred to as coordinated direct marketing campaigns than it does to merely implement unsolicited telephone calling, otherwise known as “cold calls”, as a means of breaking ground on engagement with a market sector.
IMB Enterprises, Inc. offers considerable current experience with both approaches. In our opinion, the costs associated with the amount of wasted effort that can be made on unplanned, ad hoc, “cold call” programs are prohibitive, regardless of whether the costs end up being shouldered by a third party service provider or by a technology business, itself. Of course, carefully planned campaigns that make use of cold calls may, in fact, be successful.
A number of factors, including
- the quality of a contact list given an objective for a campaign
- the titles and responsibilities of prospects targeted for calls
- the visibility of a company’s brand in a chosen market
- and, finally, the level to which the reason for a call amounts to a topic of general interest in a market
have a direct bearing on whether or not a cold calling campaign will produce useful results, or not.
Each of the above factors are much better handled within the context of a coordinated direct marketing campaign. For example, a dedicated effort can be made, in advance of actually initiating the kind of campaign that we recommend, to put together a truly useful set of names for a contact list. In fact, the marketing communications piece, itself, can provide a method for testing the usefulness of the names on the contact list. To implement this method, language should be included in the marketing communications piece that qualifies the level of involvement (if any) of specific individuals on a list with a set of targeted activities. For example, specific pieces of marketing collateral can be designed for audiences of technology users, buyers, and even sponsors (meaning stakeholders with a vested interest in ensuring that technologies successfully deliver on their promise).
Following further, it may well be that it will makes sense to provide telephone call follow up for some of the roles specified, while it may not make sense to plan on such follow up for others. Therefore, using a list carefully, and, specifically, in conjunction with a range of marketing communications options based upon role, can help, substantially to ensure that the right follow up efforts are made for the right set of contacts.
In the next post to this blog we will look further at why prospect titles should be used as an important indicator of whether or not it makes sense to follow up on marketing communications with a telephone call.
© IMB Enterprises, Inc. & Ira Michael Blonder, 2013 All Rights Reserved