Born and raised in New York City, Jeff Kalter graduated with a Bachelor of Science from New York Institute of Technology. Jeff began his professional career at Bruce Supply Corporation, a leading industrial supplies distributor in the United States. Thereafter, Jeff co-founded Central Foundries Inc., a global importer and manufacturer of cast iron and copper products.
In the late 90s Jeff moved his family to Munich, Germany, where he gained experience in the consumer market acting as Advertising Designer for companies such as ESCADA and Altmarkt Gallery.
Jeff was then recruited by a leading outsourced customer acquisition company responsible for global clients, including TOSHIBA, Cisco Systems and 3Com. His responsibilities included developing, implementing and driving customer acquisition programs with proven revenue of over 100 million USD.
In 2003 Jeff co-founded 3D2B in Rome, Italy. Today, Jeff is the CEO of 3D2B and resides between Rome and New York City.
If you’ve put together an in-house team to make and receive phone calls as part of your sales and marketing process, you’re probably wondering if you’re getting your money’s worth. Is the program as cost effective as possible? Are you optimizing lead qualification efforts and maximizing your return on investment?
The answer is: Probably not. Why?
Because an in-house team will likely cost your company more than outsourced teleservices. And more often than not, in-house teams are not as effective. Let’s examine this in greater detail.
Internet marketing—websites, white papers, YouTube videos, social media, pay-per-click and more—has become a major part of many business-to-business companies’ lead-generation strategies. It appeals to marketers with its promise of cost-effectively attracting prospects who are genuinely interested in their products and solutions.
And it can deliver that promise. But it could do it better if marketers were not making one big mistake.
Imagine having deep insights into your target accounts that can give you a competitive advantage in marketing and sales. They enable you to prioritize who to call, create customized messages that grab their attention, encourage decision-makers to consider your products, shorten the sales cycle, and close the sale.
If you’re experimenting with email marketing for customer acquisition, you might ask your optometrist how to improve your success.
You’ve probably stared at an eye chart with big letters at the top and microscopic ones at the bottom, and read down until the letters blurred. If you don’t have 20/20 vision, the optometrist subjects you to a series of tests, putting several lenses in front of your eyes, and asking you how far down the chart you can read with each one.
Then, he or she fine tunes your prescription by flipping from one lens to the next, asking “is it clearer with this one or that one?” The doctor gains a little more information about your eyes with each test, and discovers the best prescription to help you see more clearly.
Essentially the optometrist is performing A/B testing to determine the optimal lenses for you. And that’s what you need to do to optimize your email marketing.
Because the holiday season is all about giving, the sales team thought you’d like to know what we want this year. We all agreed that we don’t want fruitcake, chocolates, bottles of booze, ties, or scarves, or even Starbucks gift cards. We want gifts that keep on giving—the kind that can make us money year round. What we really want is business-to-business telemarketing.
And we know that it’s better to give than receive. So we’re planning something special for you, too. We’re so excited about it that we’re breaking the news now. If you give us all the tools on our Holiday list, we’re going to work with you to achieve revenues beyond your wildest dreams.
Interested? Good, because here are the details on what we want.
According to a Forrester Research study, companies that excel at lead nurturing are able to generate 50% more sales-ready leads at 33% lower cost-per-lead. Also, Marketing Sherpa’s research shows that marketing departments with lead nurturing in place generate a 45% higher return on investment than those that lack such a program. Despite this, they report that 65% of B2B marketers have not established a lead nurturing program.
What are the building blocks of a lead-nurturing campaign that gets results?
Whether you received a lead because someone signed up for a webinar, demo, or other offer, you need to institute a lead nurturing process to transform it into a qualified lead. What’s the best way to do this? If you want to maximize your sales conversion rates, start by picking up the phone.
The key to lead nurturing and conversion is to focus on the prospect, their problem, and helping them to find a solution. You cannot do that without a true understanding of the issues and opportunities the person is facing. The closer you can come to interacting directly with someone, the deeper your mutual understanding will be.
While it may seem simpler to sell directly to your clients, if you want to grow more quickly, it makes sense to leverage the power of channel partners. Taking on a new partner, however, requires time and resources. And since you want to make sure you are spending your time wisely, you need to target the right partners. Finding partners that are a perfect match for your company starts with a channel-partner profile.
What would you do if your company leadership landed you with a big hairy audacious goal of increasing leads by 2000%? Run for cover? Start putting out feelers in the job market? You’d probably think they were completely out of touch with reality. How could you possible achieve such an absurd goal? The truth is the data shows this is one goal you can achieve with well-orchestrated business-to-business telemarketing.
It just takes a step-by-step process to pre-qualify leads on the Internet, and respond to the crème de la crème quickly. How quickly? Within 5 minutes.
Because communication is the lifeblood of any sales process, management is always seeking more efficient ways to communicate with prospects and clients. With all the possibilities for quick and easy communication methods brought forth by the digital age—social media, search engine optimization, email marketing, and more—the telephone has been sidelined by many sales and marketing departments.
And that simple fact could give you a competitive edge, but only if you decide to stand out from the crowd and add telemarketing services to your sales and marketing tactics. That’s because for all the strengths of digital marketing, it cannot replace a two-way phone conversation where people get to the root of complex business problems and find solutions together.
So where should you be using the phone to increase revenues?