Why Data is Essential for B2B Telesales (And How to Source It)

Sales | 5 minutes to read

01st Dec, 2021

Learn why customer data is integral to making B2B telesales successful. Also discover ways to identify and source high-quality data.

Snapshot

    • Customer data is the fuel that runs B2B telesales campaigns, but businesses struggle to identify high-quality data in the parallel

    • With dedicated processes, obtaining customer data for sales and marketing purposes is not that difficult

    • Business can reap many benefits by aligning data with the sales processes

    Over half of B2B customers prefer sales personnel to call them directly to explain product and its features. This makes B2B telesales services an important part of the sales and lead generation engine. However, an ill-conceived B2B telesales campaign can do more harm than good.

    In this blog, we will discuss the most important aspect of a B2B telesales campaigns, explore how businesses can identify and obtain quality B2B data, and briefly discuss the role of B2B database providers.

    The importance of B2B data in telesales

    Effectively utilizing updated customer data is the key to prioritizing qualified prospects and leads in a telesales campaign. Using real-time customer data helps in improving B2B lead generation, segmenting customers, improving the pitch, and closing more deals. Collecting and studying the right B2B data can further help in identifying the total addressable market, creating the ideal customer profile, supporting sales and digital demand generation, and bolstering analytics.

    Similarly, B2B telesales data helps derive accurate results about the campaign’s success and level of engagement. It can also support a more accurate prediction of performance and growth, drive up retention, improve account-based marketing, optimize internal processes, boost sales to qualified leads, and increase insights for feedback.

    Benefits of using high-quality data in telesales

    Better collaboration and alignment: Using high-quality data in B2B sales and telesales campaigns creates a seamless integration between different functions, like sales and marketing. A sales engine built on data-driven processes will give a higher RoI and feed a robust and valuable database of customer preferences and purchase history.

    This data brings together diverse business functions to operate as one unit instead of siloed processes working in isolation. Creating a seamless customer journey based on accurate data to target the right customer, in the right manner, at the right time, and using the correct pitch can bolster the relevancy and engagement of the campaign.

    Increased customer retention: Telesales campaigns continue to be one of the most effective ways of building strong customer relationships. According to some studies, an overwhelming majority of people (north of 80 percent) prefer talking to humans over chatbots or machines when placing business inquiries or service requests. Integrating a high-quality SME database in this process allows telesales professionals to build rapport with new customers, engage prospects, and find new ways to re-active cold leads.

    Follow-ups based on data insights also make it easier to sustain customer interest, offer the most relevant solution, and increase the chances of closing the deal. In addition, a well-executed campaign that personalizes the buyer’s journey further increases business credibility and visibility.

    Higher RoI and business growth: Sustained telesales and telemarketing campaigns require high investment. This is particularly true if there is a permanent in-house telesales department. Human resources, hardware, workplace expenses, training, and software solutions – all these are high-ticket expenses and investments. That’s why many businesses prefer to outsource to B2B telesales service providers.

    To keep operational costs in check and ensure a high RoI, there is little room for inefficiencies in the process. Big data tools and predictive analytics based on high-quality customer data can improve the success rate of the campaign. They help minimize leakages in the sales funnel by ensuring customers remain engaged. By removing redundancies and enhancing efficiency, data-driven insights can bring down the recurring investments required.

    Characters of high-quality B2B data

    When gathering customer data in-house or sourcing it from external third-party SME database vendors, check for the following characteristics to determine the quality of data:

    Accuracy and reliability: Here, accuracy refers to the trueness of the data and is determined by the number of errors in it. Any mistakes, whether in the form of outdated information or typing errors, also affect data accuracy. Reliability refers to the consistency and alignment of customer data. For example, when the value of data collected from different sources is contradictory, it reduces the reliability of the data.

    Comprehensiveness and uniqueness: Is the data complete? Are all the data sets required for a successful B2B telesales campaign available? Missing data can result in uninformed decision-making, and that is why comprehensive data is vital. A related concept is data uniqueness, which refers to whether there are duplicates of the same data in the database. This doesn’t mean that the same data point cannot be used in different ways and with distinct figures, but is used to prevent double counting.

    Timeliness and currency: The recency of the data collected, along with when it has been last updated, constitutes the timeliness and currency of data, respectively. Customer data should be collected, stored, managed, and updated in a timely manner to ensure the best results. Data that is obsolete may even result in inaccurate insights or misrepresent customer information, which could lead to erroneous decision-making.

    Validity and relevance: Data validity refers to the correctness of the format and style. For example, validity increases when the dates are mentioned in the right format or job titles are accurate and up-to-date. Similarly, are the data values recorded relevant to the data field? If the data field on a customer’s location contains their place of work, it means that the data collected isn’t relevant.

    Sources of high-quality B2B data

    B2B data can be gathered through public sources, like websites, social media profiles, and news articles, or through private sources, like subscriptions, paywall content, and closed events. There are two major ways to access B2B data from these sources:

    In-house B2B data sources: Businesses may choose to build a team of data researchers and managers, train them to collect data, and buy subscriptions to get through paywalls to create an in-house database. However, this leads to sustained and recurring expenses in managing the team and updating the database. This is a cumbersome and resource-intensive process avoided by most small and medium businesses. If the scope of the database is limited, you may also hire contractors or expert freelancers for the purposes of data collection and management.

    External B2B data providers and vendors: Outsourcing relevant data from B2B database providers ensures quality, updated, and accurate data is available instantly. Data vendors collect, manage, store, and clean data and offer data as a service (DaaS) with pricing models for varied purposes. On-demand B2B data providers also assist in creating the ICPs, identifying new prospects, and aligning all parts of the telesales operations. An added advantage of obtaining data from B2B data providers is that it complies with data collection and privacy regulations.

    While choosing the services of a B2B database provider, be sure to check their market reputation, reviews, and client testimonials. Get a clear understanding of what data they will be providing and enquire whether they can provide a free small data offering as a test. Compare the offerings of different data providers and ensure that they include comprehensive data fields (including demographic data, firmographic data, technographic data, people’s data, and intent data). Do not purchase generic corporate database lists that promise unrealistically high success rates and always go for custom, targeted lists which will have more relevant prospects.

    Contact us to learn more about how data-driven B2B telesales services can help grow your business and increase revenues.

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