Telemarketing - Lead Generator or Annoyance?

When developing a lead generation plan, I generally avoid telemarketing. Specifically, cold calls. I find that cold calls burn a ton of time, with completed call rates in the 1-2% range. There is also a risk of creating a negative impression. A cold call interrupts and asks the contact to stop what they are doing and engage with the caller. What is in it for them? Annoyance? My call goes to voicemail, never to be returned.

There are exceptions to this. For an Account Based Marketing (ABM) strategy, making direct contact over the phone is a requirement. When I have a targeted, qualified list of companies that struggle with a common business problem that I know I can resolve, I prepare myself to make positive introductory calls and secure those first meetings. Armed with a script that is tested and proven, and a compelling call to action, it can produce very good results.

Another exception to my avoidance of telemarketing is when calling existing customers, or leads that have previously consented to being contacted. They may have seen your company or product at a trade show, or visited your website already. In this case, the call is not "cold". For "warm" leads, telemarketing can be effective, as a phone conversation allows you to build rapport while you are answering questions and offering solutions to problems. 

I have heard Terry O'Reilly, advertising legend, speak on this topic. He went as far as saying that cold calling should be banned. I agree that telemarketing a random list of companies is bad. However, calling a pre-qualified list about a proven solution, with the respect and professionalism of an “industry advisor”, is a different experience.

For my clients, I do not wish to charge them for hours that are unproductive. We will use telemarketing selectively, when it is warranted. Ultimately, we are focused on marketing methods that drive results.