By Ryan Apodac
“What’s the secret sauce?” This is a common question new clients often ask me. But there is no simple answer. Of course, there are a multitude of variables for evaluating B2B marketing campaigns to maximize performance. However, it’s easy to overlook the small details that can make a huge impact on your overall results. Here are a few creative techniques that a great telemarketing service partner will use to maximize results on your B2B outbound marketing campaign.
Daily Program Scheduling
One of the keys to B2B outbound marketing project success is identifying when the prospect or customer will answer the phone. In most B2B outbound marketing campaigns, the ultimate decision maker is typically in an executive or at least a mid-level management position. Knowing that, you have to ask yourself, “When would be the best time to make contact?”
It is much more productive to dial the majority of the time Monday through Thursday and half a day on Fridays. Statistically, in B2B outbound telemarketing, Friday afternoons are typically the worst time of the week to reach decision makers. While this may not apply to every B2B campaign, it could definitely be a key ingredient.
Use a Local Caller ID
How many times have you received a call, noticed an out-of-state caller ID number, and let it go to voicemail? Conversely, I’m sure we’ve all seen an unfamiliar local number on our Caller ID and answered it out of curiosity. “Is that my spouse’s office? Maybe it’s my child’s school. Well, it’s a local number, so maybe it’s someone I know calling from a different phone.” Pushing a local caller ID can only improve results.
What’s the best way to speak to a decision maker? Have them call you. One of the best ways to increase decision-maker contact is to create an inbound campaign. In conjunction with using a local caller ID, routing that number to an inbound campaign and ultimately a live agent, gives you another opportunity to speak with the decision maker.
A good best practice is to route to a live agent instead of voicemail. Routing to voicemail creates the additional step of calling back the customer or prospect. Whether or not you leave a voicemail message, some decision makers will return a missed call just by seeing your phone number on their Caller ID.
Rotating Time-Zone Attempts
While Eastern Standard Time leads are the first leads to call each day, it is likely not a best practice to run through all those leads before moving on to Central Standard Time, and so forth. The same would apply to calling Pacific Standard Time leads late each afternoon. Granted, you can dial Eastern Standard Time leads earlier and Pacific Standard Time leads later each day, but that doesn’t mean it’s the best time to reach decision makers.
The key here is to rotate the times during the day you are calling these time zones. Be flexible with how you manage your time zones. Review the data, and you’ll likely find that sweet spot to maximize contact.
No More Scripts
It may seem counterintuitive to eliminate your script. After all, how can you expect an agent to call an outbound B2B marketing campaign without a script? Instead, provide outbound call agents with a call guide or a call flow that outlines all the objectives and important information to relay to the customer. Then let the agent communicate that message to the customer.
For some agents this inevitably results in them creating their own script. So be it. It can empower the agent to contribute to his or her own success. Ultimately outbound marketing agents will sound more confident in their presentations if they can speak in their own words.
Careful monitoring and coaching of agents to calibrate their thoughts of effective verbiage with your expectations is key. While there is no easy recipe to maximizing performance in B2B marketing campaigns, these are definitely ingredients to consider. Think outside the box. Little changes can make big differences.
Ryan Apodac is an operations manager and training leader at Quality Contact Solutions, a leading B2B outsourced telemarketing organization. With a background of more than a decade in sales, Ryan is passionate about developing and delivering training that ultimately results in improved performance for client programs.