The importance of influencers in B2B telemarketing

Influencer marketing is having a big impact in B2B telemarketing and marketing generally. Understanding the important role played by influencers in business can help marketers power up their brands like never before.

The rise of influencer marketing

To some extent influencer marketing has been around for a long time. As soon as one business recommends a product or service to another business, they’re influencing decisions and acting as brand ambassadors. These days, influencer marketing is used in a much more deliberate way and on a larger scale. From recruiting selected online ‘influencers’, to designing online and offline campaigns to encourage recommendations from person to person, companies have now embraced different influencer marketing techniques.

Data

Like influencer marketing, data driven marketing has long been used by B2B telemarketing companies to identify potential customers, target campaigns and drive marketing. However, the introduction of big data is now providing organisations with an unprecedented level of information about their customers, to help feed marketing decisions and success. According to data experts Search Data Management, the ever-growing volume of internal and external data flooding into businesses, means educated data management strategies are essential. Companies use the big data accumulated in their systems to improve operations, provide better customer service, create personalised marketing campaigns based on specific customer preferences and, ultimately, increase profitability. Businesses that utilise big data hold a potential competitive advantage over those that don’t since they’re able to make faster and more informed business decisions, provided they use the data effectively.

Data & influencer marketing

Combining data driven marketing with influencer marketing will help organisations achieve better results from their campaigns. Gathering key metrics about potential and existing clients means marketers can understand their target audience better. This, in turn, enables them to mould campaigns around specific needs and wants, and ensure their marketing message is always responsive to changes in mood, so it’s on point and relevant. In B2B telemarketing having informed and relevant content is vital to the success of metrics around engagement and conversion because you only get one chance to make a strong impression on the phone. Unless telemarketers come from a position of having sound informed marketing insight and can demonstrate an understanding about why customers decide to buy from one business rather than another, their campaigns won’t be as effective. Additionally, good quality data about buying habits, customer needs, and competitive offerings, can also boost future product and service development for the demographic they’re targeting.

Multi-platform approaches

The more a business knows about its customers, the easier it is to find appropriate platforms on which to promote and raise brand awareness. Using multiple platforms in a marketing campaign can help to reinforce the message and achieve maximum exposure. For example, a business could work with relevant influencers to promote products or services and then follow up the initial influencer campaign using telemarketing. If the call list used in the telemarketing campaign is created with the help of such data, it’s likely to be relevant, accurate and productive.

Taking full advantage of all tools and techniques available can help businesses to improve the results of their marketing campaigns. Find out more about telemarketing and successful marketing techniques by taking a look around our site.

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