The B2B lead generation process can oftentimes be so complex that it would take more than one interaction for it to bear fruits. That is why it’s essential for a marketing team that relies on telemarketing to have a functional follow-up system for their initial point of contact.
Most of the time, B2B leads are not fully certain about what they need and what actions they need to take for their business. There are certain decisions that need more time to make, and there are also circumstances when the prospect is not physically and mentally ready to make a choice. Hence, a follow-up is imperative.
But why are there so many marketers who refuse to follow-up on their leads?
They don’t want to come off as too aggressive. Calling a prospect too many times may indeed be construed as being pushy (and borderline creepy) but that doesn’t mean you’re not allowed to keep tabs at least once. Establish a system that sets a specific number of attempts to call a prospect for a follow-up. It’s also a matter of timing. Calling a prospect twice is not aggressive, but if you do it two days in a row, the impact may still be against you. Leave a relative gap between two follow-up calls to lessen the clingy factor.
They just didn’t remember. Marketers are busy people. It’s understandable. But if you don’t consider following-up as an integral part of B2B lead generation and appointment setting process, then it would be pretty hard to make it a habit you won’t easily forget. Marketers should understand better the role of follow-up calls in the overall success of a campaign, so they could easily integrate it along with their daily tasks.
They assumed there is no need for a follow-up call. Again, a lot of things may cause a prospect to dismiss an initial conversation. He may be busy. He may be indisposed. Maybe he’s just having bad reception or line connection. Or maybe his car broke down on the the way to the office, and now he’s pissed. Telemarketers need to develop a keen sense of detecting a legitimate rejection as opposed to something that still has a potential to convert. A ‘no’ may not always mean ‘no’.
They don’t know how. There still may be a possibility of marketing teams that don’t believe in follow-up activities. Maybe they were just taught that way in marketing school, or they just don’t think it’s worth their time. They’re missing out on a lot of opportunities, and unless someone saves them out of their delusion, their campaigns may not last long.