The Superpowers of Outbound Calling
Unlike inbound calling which only focus on enticing the already-interested population, outbound calling goes out of its way to reach a far wider audience. It has the marketing prowess of a Superman, the versatility of a Black Widow, and the inventive ability of a Batman. Aside from lead generation, outbound calling can also be used for appointment setting, call to invite campaigns (Webinar/WebEx) and data profiling services.
An outbound call is one initiated from a call center agent on behalf of the call center or a client. It is a form of direct marketing wherein an assigned group approaches prospective clients and offer products or services over the phone or through web conferencing. Calls can also be used for many purposes – surveys, data profiling and so much more.
Here are the superpowers of outbound calling:
In Lead Generation: Outbound calling do have its perks – and it includes reaching a wider population. According to Small Business Chronicle, ‘the main purpose of outbound marketing (outbound calling included) is to draw customers and make them aware of a product, service or even a brand’s name’. Moreover, outbound calling is effective in converting cold customers into hot leads. According to Chron, ‘the primary benefit of outbound marketing is that consumers are familiar with it. The medium does not get away of the message, as it can with inbound marketing, which is delivered via technologies that many consumers still struggle to understand and to trust.
In Call to Invite Campaigns: It is never enough to send a lengthy email about the benefits of a particular webinar or training course, or to simply post it online. It is also futile to schedule a training date without potential participants or to simply wait for a registration. If you have a webinar about a particular subject, it is important to find a population in line with the webinar that you plan to offer.
If you have a training course related to engineering, it would be beneficial to have a list of potential delegates that are engineers/related in engineering. Cold calling not only lets potential participants become aware of your training course, it also lets them become familiar with your institution – if ever they are interested in some other topics that you offer. Moreover, a cold call from an agent answers their questions right away, such as the CEU they will acquire, your company’s accreditation – and increases the chance for a registration.
In Appointment Setting: Larry Myler, in an article on Forbes, expounds on appointment setting, ‘it is considered to be one of the most difficult parts of business development and also the most typical barrier in growing a company by increasing its sales’. Through a wider population reach of outbound calling, there is a sure probability in converting cold customers into hot leads. It is never enough to have a small population of semi-interested consumers (as in the case of inbound marketing), it pays to go out and look for potential customers.
Data Profiling Services: Outbound calling is probably the fastest way to update data profiles. According to Louise Robinson, Managing Director of CG Consulting, ‘US-based business-to-business marketing research and analysis firm Sirius Decisions estimates that 2% to 3% of a marketing database goes bad every month’. To hasten updating, a quick outbound call is enough to do the job.