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How Telemarketing Increases B2B Lead Generation


In the business-to-business (B2B) industry, there are two crucial aspects to maintaining an active sales funnel—closing a sale, and sales outreach. Essentially, without reaching out to leads, your lead generation will suffer.

In the age of mass media communication, B2B lead generation faces a host of challenges. But there’s one strategy that has always played an important role, and that’s telemarketing.

What Is Telemarketing?

Telemarketing is the direct marketing of products or services to potential customers, usually by phone or email. A representative of a company will contact a prospective customer to give them their sales pitch, which can open up the possibility of bringing in new leads. The four common types of telemarketing are inbound calls, outbound calls, lead generation, and sales calls.

B2B telemarketing, in particular, involves business-to-business communication, including cold calls, to generate qualified leads, conduct market research, follow up, or more. It’s used for business-to-business transactions, either to sell or to build connections between businesses. B2B telemarketing is actually a highly effective tool when it comes to lead generation for several reasons.

Benefits of Telemarketing

Here’s why you should consider using telemarketing if you’re looking to expand your business.

1.   Personal Connection

It’s no secret that we live in a world that increasingly employs automated techniques. While automation has its perks, some relationships can only flourish with a human touch. Several B2B companies choose to employ telemarketing purely for this reason, as it allows them to build personal connections with the right people.

Telemarketing can also be uniquely data-driven since you can learn about your prospects' pain points and apply solutions that can fit their specific needs. However, the process of doing so and connecting to a person with authority in a B2B environment can be challenging—when done alone. With the help of an experienced telemarketing company like Parmac Relationship Marketing Ltd., you won’t have to worry about whether you’re doing things right.

2.   Market Research

Telemarketing allows you to gain more insight into your market, so you can create a better understanding of your ideal client. By asking qualifying questions, you can quickly decide which prospect will be a good fit for your sales pipeline. The business intelligence you get from this allows you to further develop your overall marketing strategy as well as your targets.

Additionally, cold calling is also beneficial to the salesperson, since it’s a great way to gain relevant information and get real-time feedback on your sales pitch.

3.   Measurable Results

Some forms of digital or traditional marketing might be difficult to generate concrete insights or statistics from, but this isn’t the case for telemarketing. With telemarketing, you can analyze every single aspect of a sales call, from the duration to the language used.

Some common methods to monitor telemarketing results are by measuring the number of potential customers contacted, how many qualified as a lead, and how many leads were converted. 

Telemarketing is a crucial tool for business communication, but it can be difficult if you don’t have the time and resources to consistently engage with it. At Parmac Relationship Marketing Ltd., we pride ourselves on providing results that matter. To learn more about our lead generation services, contact us today!

Location: Toronto, ON, Canada

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