Case Study – How is a telesales/marketing campaign put together?
Before a telesales/marketing campaign can commence it’s important to discuss and understand the aim of the campaign (ie lead generation or making appointments) and agree realistic and achievable targets with the client. At Pebble Marketing UK we begin the process with an in-depth conversation to cover the following:
1. The Aim
Depending on the client and their telesales needs the aim of the campaign can vary significantly from:
· Lead generation & business development
· Arranging/booking telephone calls/appointments/virtual meetings
· Generating interest and booking delegates on events/seminars
· Membership enquiries, follow-up and bookings
Most companies already have a database of sorts including existing and past clients. However, with GDPR regulations now in place contacting your past clients is more difficult. If you haven’t had any contact with them in the last 12 months, then you cannot approach them without their consent. Pebble Marketing UK can help you navigate through the data forest assisting with cleansing, verifying, and purchasing data.
Corporate & Telephone Preference Service
Any current data that you have can be screened against both the Corporate Telephone Preference Service register, and the Telephone Preference Service register (C/TPS). Contacting a company, either by mail, phone or email that is on the C/TPS register can result in a hefty fine.
Data Processing Agreement
The client also has to sign a Data Processing Agreement to ensure they are fully aware of how to process and complete a Data Check List to clarify the use, transfer and storage of data – ensuring both parties are and remain GDPR compliant.
Pebble Marketing UK can also acquire data brokering on behalf of our clients that will be targeted to their specific campaign by ascertaining the data criteria:
· Number of employees (by site or whole business)
· Decision maker/job role
3. CRM (Customer Relationship Management)
There are so many CRM systems on the market, some are free, some bespoke and others industry specific. But in essence they are the same, consisting of an address book of companies and contacts (records), a ‘diary’ for creating tasks and booking meetings and the ability to create an opportunity pipeline. Another invaluable tool is that the details of any conversations can be written up and recorded so when a follow up call is made, they can be referred to prior to resuming the conversation. Some premium CRM systems even enable you to phone and record calls via VoiP.
Pebble Marketing UK is happy to use a clients CRM system that they already use or recommend one that would be best suited to the company and the campaign. Purchased data can be uploaded onto the CRM, and additional fields added to capture important and relevant data to the client’s campaign.
It’s really important to know the product or service that Pebble Marketing UK and it’s agents will be calling about. Having a training session is a great opportunity to gain knowledge about the company, it’s ethos, as well as the products and services – making sure the message delivered is in-line with the clients values. Just as you would train a new employee, we would require a slimmed down version – providing us with just enough information and knowledge to begin the campaign.
The first 20 seconds on a call is paramount – to introduce, inform and gain interest in your offer. This ‘golden time’, whether you’re speaking to the gatekeeper or decision maker is vital, so wording your script to use as a guide enables us to converse your offer clearly. Usually, the (or ‘A suggested’) format goes something like this:
“Hello, my name is Oya from Pebble Marketing UK, we’re a telemarketing agency helping businesses with lead generation and appointment setting, through engaging, personable and professional conversations. Is it a good time to discuss your sales and marketing initiatives? Can we schedule a call tomorrow at 3pm to discuss further?”
With every call we make we are trained to speak clearly and with confidence ensuring the prospect can understands us. Preparation is key, please read my previous blog on cold calling for further information.
We understand that everyone has their own unique personality, and ‘flavour’ to add to the conversation – so we work with what’s best for our clients.
6. Email Templates
After most calls the prospect likes to receive an email, whether this is because they are busy or they would like more information, we also find that an email is a good way of following up after a call.
However, it’s important the email is engaging and has a clear, concise message with a prompt to call to action (CTA) This could be done by including links to our client’s website, booking a call or a meeting.
From the subject header to the content, Pebble Marketing works with our clients to write a number of email templates. These can include delivering a story or message capturing their interest or pain-points that resonate with on-going challenges, encouraging them to positively respond to the email, or even better call to discuss further.
Email templates can then be uploaded onto the CRM system. Some CRM’s sync with your primary email (Outlook/Google), which then tracks and records emails that have been opened, and any subsequent links the prospect clicks on are noted. This now “warm lead” gives us an opportunity to act and follow-up a prospect.
All in all, Pebble Marketing UK acts as an extension to our client’s sales and marketing team, from providing an end-to-end solution of lead generation and business development, telesales and telemarketing, arranging and booking in calls and meetings, to data brokering and email communications.