Plan your B2B telemarketing campaign in 6 easy steps

Plan your B2B telemarketing campaign in 6 easy steps

Plan your B2B telemarketing campaign in 6 easy steps

It takes more than a script and a calling list for an agent to conduct an effective B2B telemarketing campaign.

Telemarketing for B2B companies is highly targeted. If you want to succeed you need qualified leads that match what you’re selling.

It is essential to conduct research, plan, and prepare in order to make a B2B sale over the phone.

Know your market

There will be multiple decision-makers and influencers in most organisations. You should have a clear understanding of the types of organisations that you want to target, as well as the individuals who influence decision-making.

At this point, you need to know:

  1. Which industries you are targeting
  2. Who is providing your calling list, and
  3. Within these companies, which job titles you are targeting.

Set goals

It is important to establish your Total Addressable Market (TAM) before you begin.

Total addressable market (TAM) is how much revenue a product or service can generate if it gets 100% market share. Some people also define TAM as the total number of companies who might buy from you. Your total addressable market helps you determine how much financing you need.

After that, you can begin focusing on your telemarketing campaign’s goals. Think about your goals in the short and long term, as well as your budget.

Create a guide for making calls

It is virtually impossible to have a smooth, natural conversation with potential clients when an agent simply reads from a script.

It is more likely that the buyer will hang up if the same lines are read during every conversation – it simply does not provide them with a compelling reason to take the next step.

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Outbound telemarketing success depends on understanding the B2B buyer’s challenges and the opportunities your product/service can provide.

Creating a concise but effective “B2B telemarketing call guide” that covers typical objections, a strong introduction, and why the buyer should invest in your product is a much more effective way to steer the conversation.

Plan negative conversations and set goals for them

While many of the objectives you set for your business will focus on positive calls that generate new leads, it’s also important to address negative calls. Among the most common problems that telemarketing sales reps encounter is people who aren’t interested, and there are lots of different reasons this might happen.

This can be discouraging, but you can rely on these calls to improve your performance. Asking the individual why they aren’t interested will help you determine how you can better reach the next person. By knowing why prospects say no, you can maximise your chances of success.

Partner with the right company

Most sales professionals will admit that cold calling is a challenging part of their job.

Telemarketing is more than reading from a script – it is a genuine skill that demands time and training, along with a natural ability to project authority and trust.

In order to be successful at telemarketing b2b lead generation, lead quality should always be prioritised over lead volume.

B2B telemarketing companies can provide you with an engaging, experienced, and persuasive telemarketing team – the key to a successful B2B telemarketing campaign.

More Than Words Marketing’s experienced telesales executives are well versed in B2B sales, confidently presenting our clients’ products, services, and unique selling points.

They transform cold calls into warm interactions through expert conversational and listening skills.

This authentic approach engages the potential customer and lets them feel like they’re in control.

Track and report your results

Measuring success is key to delivering results.

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If you don’t have the right CRM system, your B2B telemarketers won’t be able to be as productive as they should be. CRM systems streamline processes and help companies communicate with each prospect more effectively.

Anyone managing outbound calls should have access to any information that will allow them to measure performance, preferably on a single screen.

It’s best to report daily, and measure performance against Key Performance Indicators (KPIs) to monitor progress.

For B2B telesales, popular KPIs include

  1. call time,
  2. time spent on administrative tasks,
  3. number of calls,
  4. outcomes by type, and
  5. call-to-close ratios.


A B2B telemarketing service can generate sales leads through telemarketing.

However, without a plan, you may not see the returns you expect. It’s critical that you work with your telemarketing provider to define your goals and use every telemarketing call to your advantage, regardless of the end result.

More Than Words Marketing offers B2B telemarketing services that can help you reach your target audience.

Get in touch with us today and find out how we can increase your lead generation and reach your target audience. We’re available on 0330 010 8300.