Demand Generation – so much more than an opportunity.
Opportunity identification is often the primary objective of demand generation calling activity. Whether identifying or validating the key decision makers and influencers or discovering unique needs or use cases leading to definite sales prospects, there can be many other valuable, yet often hidden, outcomes from direct demand generation campaign activity.
Both the starting point and the outcome, building a validated database can deliver both immediate and long-term value and return on demand generation investment. “It all starts with the data”. Ongoing telemarketing builds a database of relevant contacts, together with validated contact information, insights into the current situation of each target account and potentially where they are headed, along with other important information about that organisation. And, if it is updated, it helps remove ‘dead’ data too!
Direct Feedback: calling prospects provides a direct line of communication with potential customers and a rare opportunity to uncover critical market intelligence. Providing the right questions are asked, the responses and feedback carefully recorded and analysed from these calls can offer valuable insights into customer preferences, pain points, objections, and overall market sentiment. This feedback can help refine content messaging, validate value propositions, and tailor campaign targeting. Not only that, but it can also help improve objection handling too.
It can also provide competitive intelligence: calling can provide insights into the offerings and strategies of competitors. By talking with prospects who are also considering competitors, businesses can gain a better understanding of their position in the market and areas for improvement.
Relationship Building: while the immediate objective of direct demand generation engagement is to generate opportunity or make a sale, the conversations can also serve as a foundation for building relationships to drive future potential. This is especially true when including customers in a demand generation campaign, sometimes customers are willing to share information not given to account managers. Even with a prospect who is not ready to buy immediately, a positive interaction can lead to future engagement or referrals.
Brand Awareness: even if a call doesn't result in an immediate sale, it can still create brand awareness, especially where there has been little or no campaign support for a specific proposition. The prospect may not be interested in the product or service at that moment, but they become familiar with the brand, which can influence future purchasing decisions.
Segmentation and Targeting Refinement: calling campaigns progress, patterns emerge regarding which types of prospects – and which job roles are more likely to convert. This information can help refine targeting and focus on the most promising leads.
Future Opportunities: calling doesn't always result in an immediate sale, but it can open the door for follow-up contacts and ongoing engagement if there is a long sales cycle. Timing is crucial in sales, and a prospect who was not interested initially may become a viable lead in the future, extending the return on the original investment, especially if the leads are properly nurtured.
So strategically planned demand generation and working with experienced researchers should give you access not only to sales opportunities but also access to:
Detailed information on your suspects
Key market insights and feedback
Other verticals that you could be targeting
Europa Communications researchers have a wealth of experience and knowledge to provide ‘gold-dust’ insights throughout your campaigns.
Interested? Get in touch with us today to find out how we can help you realise the true value of your demand generation programmes and budget investment.