Once contacts express interest in a topic, telemarketers generating leads for enterprise IT ISVs ought to promptly conclude calls and move on. Therefore objectives should be clearly established before telemarketers begin to work on call campaigns. Generally, these objectives can include:
- Adding names to opt in email lists
- Sending information about offers, white papers, etc
- Scheduling follow up sales calls or
- free of charge surveys
- or participation in webinars, etc
While we are very familiar with free of charge surveys, we are not very keen on them. In fact, we are not advocates of “freemium” strategies. We have excellent recent experience working with clients who, in contrast, are keen on “freemiums”. These clients offer free versions of paid software, as well as broad surveys of customer requirements. In both cases we have noted barriers that have arisen, in our opinion, as a result of these free offers. We can’t help but think that sales prospects who are receiving some material, at no charge, are, therefore, hard pressed to accept that they will have to pay for other material. Therefore, we highly recommend that contacts not be offered opportunities to participate in free of charge surveys.
The other objectives that we have listed, above, are certainly promising. For example, securing permission to add contact information to an opt-in email list provides enterprise IT ISVs with an opportunity to build up a captive audience. If this captive audience is not subject to abuse (spam), or swooned into indifference as the result of poorly structured marketing communications efforts, it can provide telemarketing teams with an excellent set of prospects for further development. We have recently worked with a client who is very adept at maintaining these boundaries. We are happy to say that the opt-in email list maintained by this enterprise IT ISV is filled with a rich set of appropriate and valuable contacts, with whom we have positively engaged. One important point about this client’s use of the list is that communications are rarely any more frequent than once a month. Another important point is that the communications are structured in a manner that eschews a bald sales pitch. In fact, the communications are put together around technical topics, which constitutes a neutral ground upon which we have successfully engaged with prospects.
We are eager to expand on this discussion with companies who can see the value of a lead generation method that respects the privilege of engaging with valuable prospect, but, nevertheless, moves a sales process forward. Please either telephone us at +1 631-673-2929 or complete the contact us form on our web site. We will be happy to reach out to you to learn more about your needs.
© IMB Enterprises, Inc. & Ira Michael Blonder, 2012 All Rights Reserved