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How to Use Telemarketing to Nurture Leads

If one of the goals of your lead nurturing campaign is to become a trusted adviser to prospects as they move along the IT buying process, you might consider using telemarketing to achieve that goal. By introducing telemarketing as a lead nurturing tool, you create a two-way communication channel with your prospects that allows you to learn more about their needs as they learn more about your offers.

telnet.gif In her article, Show 'Em the Love: How You Can Create a Content-Rich Nurturing Strategy, Kathy Rizzo of TelNet Marketing Solutions talks about how telemarketing can be used to reach out to prospects and determine what content they are ready to receive. Rizzo writes that the most effective way to nurture your prospects is by providing them with timely and relevant content that is suited to their purchasing needs, and in order to determine what kind of content best fits their needs, it's important to keep the lines of communication open, which is best achieved through telemarketing.

When calling prospects, you need to ask a series of pointed questions that get to the heart of their buying need and timeline. Once you determine your prospects' needs, you can use telemarketing and email touches to reach out and deliver strategic content that will move them further along the buying process. Instead of simply sending automated content to your entire list of leads, you are now able to break your leads into segmented lists and send specific content that you know will be found useful by your leads.

By incorporating telemarketing into your lead generation and lead nurturing strategies, you recognize the importance of tailoring your efforts to individual buyers and targeting your tactics to fit your users' specific needs. And each time you reach a potential buyer via the phone, you are given the chance to gather data on their purchasing process and refine your marketing efforts to match.

-BH

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