Many companies are considering outsourcing their lead gen partners  This customer-facing team had direct impact on the impression of and experience with your company.  If you’re considering this course of action, here are five recommendations that will help ensure your outsourced lead gen partners from telemarketing/sales solutions are employed successfully as part of   a well-orchestrated multi-touch campaign.

Experts suggests that a well-orchestrated multi-touch campaign is more successful than a single touch approach. So the fact you’re just using a single touch approach you may be having trouble achieving your prospect goal target.

Companies that implement multi-touch lead gen campaigns generally recommend including outbound telemarketing as part of the plan. Data suggests that initiating phone contact after disseminating multiple impressions is essential to optimizing campaign ROI. It can be more efficient to outsource this early stage of the prospect development as long as you secure the right source – one that can build the foundation for a good relationship with your prospective customers.  Remember, there’s no second chance to make a first impression. 

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Five Recommendations For Successfully Leveraging Outsourced Lead Gen Partners

Consider these five recommendations when incorporating outsourced lead gen parnters, particulary telemarketing/telesales into your multi-touch programs.

1. Touch, Phone, Touch. Typically the phone is a follow up to a touch, for example a personalize message sent via email or using social media. You are most likely already sending highly personalized messages. Be sure your outsourced call team has the ability to quickly send a tailored follow up note. If the caller connects, then the note should reflect the conversation and include the next call to action (CTA).  If the caller doesn’t connect, then the message should hone in on what you know about the prospect’s interests with the intent of driving that prospect back to a landing page that will custom score the prospect’s profile.

To improve your lead gen call team’s effectiveness and efficiency, provide them with branded email templates with pre-packaged content to facilitate the process. Remember every touch point should include a call to action, such as a downloading a white paper or case study. Make it easy for email respondents to pre-qualify themselves on the landing page and to opt-in for additional information. Set up a process for prospects who are qualified to receive quick follow up from your qualification team team who can then decide the appropriate next step.

2. Real time CTA status.  Make sure your outsource team knows whether and when the prospect respond to one of the other touches.  Callers need to know in real time whether a target has already responded to a component of the campaign. This means the outsourced firm and your company need to have a way to capture this information and retrieve it in real time. By enabling insight into total outbound contact history callers will be able to identify prospects that will likely be more familiar with your company.

3. Update prospect qualification scores. Be sure the firm has a penchant for updating the target’s profile attributes and opportunity score. This means you need clear opportunity qualification attributes. Your outsource team will need to know these so they can quickly and accurately update the “score” for each prospect.  

4. Incentivize thoughtfully. You want to be careful of individual productivity incentives or any incentives that may skew the accuracy of opportunity scoring grades. Consider a telesales partner that awards group incentives based on client satisfaction and renewed business.

5. Measure What Matters. The number of attempts and the number of conversations per hour aren’t the metrics that matter. Focus the metrics on the number of conversions of CTAs.

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