Study Shows Outbound Marketing Generates Most Leads

When you’ve got a best-in-class contact center as your business partner, you have more than just great B2B customer care support, you have help with meeting your company’s goals and improving your bottom line.

In fact, a recent study revealed that 39 percent of B2B sales leads are generated from outbound marketing in the form of inside sales or telecommunications—compared to just 27 percent from trade shows and 17 percent from online searches and testimonials. From these statistics, one can ascertain that human interaction still wins out when it comes to maintaining customer loyalty and acquiring new patrons.

To maximize your contact center services ROI, therefore, use your contact center to help generate leads, segment your marketing database, and build stronger relationships with new and existing clients.

Business intelligence tools, like market segmentation software paired with a robust consumer database, can help brands improve their marketing campaigns by reaching more-qualified and sensible leads. For instance, marketing segmentation technology works to extract business contacts from your consumer database, aggregate their characteristics including demographics and buying behavior, and help guide your marketing initiatives toward a strategically targeted consumer base.

In addition to these technology benefits, the level of expertise and poise displayed by your agents while handling phone calls can boost your sales as well. For example, a team of expertly trained agents who act as your brand ambassadors can help portray your brand in a positive light. Mature and knowledgeable brand representatives with social intuitiveness will boost your brand’s ability to make the long-lasting connections you need to retain and attract more consumers.

So think again before putting outbound marketing on the back burner—it’s just what you need to rejuvenate your B2B sales success!

Steve Brubaker began his career at InfoCision in 1985. In his current role as Chief of Staff and as a member of the Executive Team, he is responsible for HR, internal and external communications, and manages the company’s legal and compliance departments. Brubaker is a member of a number of professional organizations, including the DMA and PACE. He also donates his time to serve on several university boards, including the Executive Advisory Board for The Taylor Institute for Direct Marketing at The University of Akron and The University of Akron Foundation Board. He has also been honored with a number of awards and recognitions for his contributions to the call center industry, including the ATA’s highest honor, the prestigious Fulcrum Award.

Don’t Learn the Impact of Poor Service the Hard Way

Perhaps the only thing that can impact a business more than providing a great customer experience is providing a lousy one. When consumers spend their hard-earned money on a product or service they expect to be treated well, as they should. With seemingly every industry crowded with so much competition, consumers will simply take their business somewhere else if they feel mistreated or undervalued.

But in some cases, losing one customer can be the least of a company’s problems. For example, British Airways recently found itself in the spotlight for misplacing a passenger’s luggage and then failed to answer tweets from the man as he tried to get his belongings back.

The customer understandably grew upset; however, he decided to take his displeasure a bit further than normal by spending $1,000 to promote tweets slamming the airline. From that point, the story started to get attention from the media and British Airways had a public relations mess to clean up. Eventually the airline did reach the man; however, by that time the damage, at least to the company’s brand, was already done.

Of course, most people wouldn’t spend the time or money to bash British Airways so publicly, but they very well might stop flying on that airline and give negative reviews to friends and family. Statistics and survey results show that consumers are much more likely to share customer experiences than they were even five years ago. As such, every interaction—positive or negative—has the potential to grow exponentially in its impact.

The problem with British Airways’ handling of this situation was not misplacing the luggage—any employee in any company can make an honest mistake. The situation escalated because the airline was unresponsive to the passenger. Even if you don’t believe the customer is always right, he or she should never be ignored. If you manage a contact center and have experienced this kind of problem, here are a few questions to ask as part of an examination of your current best practices:

  • Do you have enough agents to handle all interactions at peak times?
  • Do your employees have the experience and expertise to deal with difficult circumstances?
  • Is your supervisor-to-agent ratio low enough to allow for effective coaching and training?
  • Do your representatives have the tools necessary to provide great service across all channels?
  • Is running a contact center part of your core competencies?

If the answer to any or all of these questions is “No,” getting some help from a partner with contact center expertise and a history of multichannel marketing success might be a good idea. These partners can ensure your customers get the absolute best care by implementing tools like skills-based call routing and robust customer analytics. The bottom line is that today more than ever before, businesses should be taking every step possible to avoid negative consumer experiences that can blow up in their faces. After all, nobody likes learning an important lesson the hard way.

Click here to read about how InfoCision creates a call center environment built to succeed.