The role of telemarketing in the modern marketing: a balanced approach “inbound marketing” and “outbound marketing”.

No matter what title they use, such as internal sales associated with customer specializing in telemarketing, business development specialists -the human contact remains an important and vital role of the sales and marketing function.

Despite all the variety of methods to identify, convert and advance sales leads, it is nonetheless a human, contact is necessary in the process of marketing especially at the qualification opportunities.

I would add some additional features to the role of modern telemarketing or pre-sales function.

Examples of key roles in telemarketing:

• Identification of contacts makers
• Improvements to business accounts database
• Qualification and handshake following a request for inbound marketing
• Updating maker company contacts
• Research through LinkedIn
• Profiling strategic accounts
• Taking appointments
• Followed by a request for a Google Adwords ads
• Followed by a request for information following an opportunity (lead) generated by your content marketing
• “Lead nurturing” followed by “leads”
• Generating qualified event audience
• Requests for permissions or compliance with Bill C-28
• Followed by “leads” involved in the event

… And many more

Far from being fashionable, people perform the role of telemarketing or “inside sales” function are experts in conversation and qualification. They know that their colleagues in sales need to “lead” well qualified to build their sales pipeline for their solutions.

Why combine the approach “inbound and outbound” marketing:

Your programs “inbound marketing” generate information requests, congratulations your content marketing works.

However the game is not won so far, many experts will tell you that this is only the beginning and that requests from your content strategy must be qualified to avoid your best sellers on tracks unqualified sales.

Moreover, these applications have a limited lifetime and need a quick response from your organization. One avenue is often used to allow the function of internal sales or telemarketing function to track queries such as “inbound”.

This avenue has some advantages such as:

• Accurate documentation in CRM
• An update from the customer record in the CRM
• A clear identification of the client’s situation in the purchase cycle
• Summary and explanation of your educational service offering
• Profiling the business environment prospect
• A qualification at the need and budget of prospect
• A decision on the next best action to take.

Marketing managers who use telemarketing or inside sales function effectively will be the hero for the sales function by providing them what they need most: qualified leads.

Quality ‘leads’ in the top of the sales pipeline is critical to achieve your sales goals.

What do you think the sales manager needs to achieve its sales targets? Queries such as “inbound” with little qualitative information and making an immeasurable lose time representatives or qualified leads with clear and comprehensive information. We must move opportunities through a filter in order to better qualify these new leads  that cannot be enough walls to the sales function.

The situation has unfortunately too often today or managers are left with poorly qualified leads making their task even more complex.

By having a balanced strategy between marketing inbound and outbound marketing, your sales pipeline will be much better with the top of your pipeline an essential element -the qualified leads.

Several terms associated with generating opportunities by telephone is used: as telemarketing, telemarketing, inside sales, pre-sales, partner and specialist contact center business development. Whatever the associated term, remains critical and strategic function and its role in these changing its depth in several models of innovative market development. This function is now a combined approach to content marketing and inbound marketing function acting as qualification and routing Recyles otherwise qualified opportunities in another process as the process of “lead nurturing”.

Albert Palacci is passionate about digital marketing, he is writing for several online magazines and websites, also you can check his Pinterest and you can find more about him on his SlideShare or Academia profile.