Modern demand generation strategy is not only about maximizing sales and increasing revenue. It emphasizes increasing brand awareness, creating relevant content to drive customer engagement, and exploring uncharted business territories. B2B enterprises encounter many challenges while creating a sales-driven demand generation strategy that delivers sustainable growth. Progressive demand generation strategy combines telesales services and field marketing services for targeted campaign execution.
While it is crucial to engage customers for better brand visibility, it is important that marketing and sales achieve better alignment to speed up the sales cycle. With rapid digital advancements and movement restrictions placed due to health emergencies, one must not lose sight of the traditional telesales services and field sales services to build a strong sales funnel.
Bottlenecks faced by B2B enterprises in their approach to demand generation
Most B2B enterprises today place a greater emphasis on ‘go to market’ plans driven by sales strategies that depend on channel partners, feet-on-street sales representatives, and telesales services. However, brands face fatal challenges on their way to telemarketing and FOS sales implementation. From expanding dealer breadth and channels to real-time field force management, brands confront multidimensional challenges. Let’s look at some of the demand generation challenges that impede the ROI growth of leading IT companies:
• There is low or absolutely visibility of customer products and services in the smaller and uninformed tier-2 and tier-3 markets
• Restricted B2B database for the focused verticals
• Poor data maintenance practices impeding the lead generation campaigns
• High piracy rate of the customer products in the market
• Lack of real-time workforce reporting and program management
• Absence of last-mile connectivity with the customers
The aforementioned are some of the major concerns that hurt the brand reach and growth prospects of B2B enterprises. Therefore, they require an integrated approach to leverage B2B telemarketing services along with field sales services effectively.
Technology-led tele and field sales services for holistic business growth
Brands must realize the strategic implication of a lacklustre demand generation strategy and support their business growth with extensive lead generation expertise. They must utilize tech-enabled sales & marketing solutions and real-time field force management along with performance tracking to counteract the above challenges.
Enterprises must leverage B2B telemarketing services to complement their feet-on-street programs. Adopting a consultative sales approach can address database problems, ensure a high sales margin with an enhanced success rate of cross-selling opportunities. Brands are increasingly deploying a contactless sales model to comply with health guidelines and reach customers at their doorstep. They are embracing telesales services combined with the domain, language, and regional experts. End-to-end program management that drives partner enablement & management, SMB penetration, customer retention, and sales maximization is the need of the hour. Furthermore, the companies are also deploying continuous database sourcing, profiling, and maintenance programs to keep the lead pipeline updated and refreshed.
A global IT company had to grapple with a few similar challenges with regards to its brand and product visibility in tier-2 and tier-3 cities. The enterprise deployed an interconnected network of telesales and field marketing services provider. On the back of Denave’s integrated demand generation programs, the IT company was able to achieve a 12X increase in its ROI. It also generated a $1.6 Mn pipeline Q-o-Q basis along with acquiring 1500 net new customers in just one year.
Read the full success story here:
A leading global IT company was able to scale its business in tier-2 and tier-3 cities through a blended sales methodology including both tele and feet-on-street engine:
• The company was able to expand its geographical reach by penetrating tier-2 and tier-3 cities
• Increased net new customer acquisition to increase revenue
• Established end-to-end sales engine including both field sales and telesales engines
• Real-time reporting and field force management
• Drove end-user events through distributors
Reaching out to self-isolating and self-servicing prospects require multidimensional demand generation programs. Companies need a blended sales approach that leverages inside sales along with field sales services to expand brand reach and achieve scalable ROI. They should build a rock-solid, contactable corporate database for targeted marketing efforts and better campaign deliveries. Companies that don’t have a blended sales engine lose out on leads across different channels and customer touchpoints. Furthermore, real-time field force tracking and management are crucial to boosting productivity. Tech-enabled integrated sales engine is a mandate to organize and effectively implement customer outreach and sales campaigns in the current B2B ecosystem.
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