Integrated telemarketing campaigns – the boost your business needs

The development in internet technology means that businesses who are looking for a product or service to support their organisation no longer heavily rely on sales reps in the initial stages of the customer journey. In fact, 62% of prospects will use a search engine to learn more and, when asked, 57% of sales reps agreed that they are less dependent during the decision-making process compared to 2-3 years ago.

With everything online, why would busy business owners or purchasing managers answer a cold call? When we also consider that when many prospects think of telemarketing the first thoughts that spring to mind are double glazing sales and PPI calls, it’s not surprising that only 3% of them trust sales reps. But, when used well, and conducted correctly, telemarketing can still have a beneficial impact on the growth of your business.

So where can telemarketing help?

With prospects faced with a multitude of offers for similar products/services online, they are increasingly tough to crack and so in order to be successful, telemarketing is best used as part of an integrated sales and marketing campaign. Integration isn’t just a buzzword to throw around, it could be the difference between a dynamic sales pipeline and a static one.

By combining telemarketing with tactical sales and marketing activity, such as email marketing, direct mail, appointment setting, etc, you will be in a better place to build meaningful relationships with prospects. Prospects value interaction now more than ever, the traditional hard sales tactics don’t have a place in the sales industry today. Prospects are looking for someone to build rapport and guide them through the sales process as a trusted advisor, as opposed to a cold caller offering a hard sell.

It all boils down to demonstrating that you know your customer and that your call is there to help them and nurture a relationship. In many B2B industries, a prospect may require a demo or an appointment for further explanation, by having this as an option within your integrated telemarketing campaign, you will be able to better understand the needs of your lead and decide quickly whether they are in fact a qualified lead. 50% of your prospects aren’t actually a good fit for your product or service, so it is important that you use multiple touch points to find out as much about your prospects as you can.

With 9 in 10 companies using 2 or more lead enrichment tools, can you really afford to be the one that doesn’t?

At Air, we often talk about the ‘magic mix’ of sales and marketing and, working closely with our sister company Roots to Market, we have seen the rewards that an integrated approach can have for a whole range of B2B clients.

To find out more about our integrated telemarketing campaigns, get in touch today. Call 0345 241 3038 or email:

Sales – The Rocket Fuel Behind Your Start-Up Success

The century old debate amongst start-up entrepreneurs, which is most important; product development or sales? It can feel like ‘what came first the chicken or egg?’ But I feel it’s clear.

There is no doubt that you need an offering to sell. Developing a product or service to take to market is an important early step for your start-up but it is often costly, time consuming and this can be detrimental to the success of the business. Products and services can and should evolve with time. Taking on board feedback from early adopters and listening to the market will help your offering adapt and grow. But your offering needs to earn its return on investment, which is where sales come in.

In the early days of a start-up business, sales are your lifeblood, your start-up is fighting to survive in a competitive market. As a new unrecognised business you’re trying to find your individuality and give reason as to why a customer should trust you. Trust me, it’s a tough world!

Reports show that so far this year 103,207 start-ups have been launched, but further reports suggest that 20% of start-ups fail after year 1, 30% after year 2 and 50% after year 5. There are of course many reasons why businesses fail, but from my experience one stands out. When it comes down to it, many simply do not focus on selling their offering, they expect customers to come to them.

Sales is your rocket fuel. Getting your sales strategy right from the beginning and being flexible, personable and, above all, hungry will be the difference between failure and success. The only way you can survive in a competitive world is by attracting and keeping customers. They become your advocates, they refer more customers to you and crucially they pay for your further offering development, your growth and your success!

Let’s give sales the focus it deserves.

Opinion Piece by Owen Richards, Managing Director, Air Marketing Group

How easy is it to outsource my appointment setting?

Appointment setting is a vital component if you want to build your business. After a prospect enters your sales journey, they need to convert into a lead to then become a sale, and what better way is there to do this than by setting aside time to talk to prospects and understand exactly what it is that they need or want?

However, appointment setting can often be a time-consuming challenge, both for small companies or those growing at speed, who lack the resources to manage and nurture their opportunities.

If this sounds familiar, then outsourcing your appointment setting to our team is a simple and effective way of giving you back the crucial time that you need to sit with prospects to ensure a sale through a meaningful interaction.

Our campaigns are straightforward to set up, all you need to do is give us a call and we will do all of the hard work for you – you’ll receive a proposal within 24 hours and then we can begin the process of allocating your account director, your dialling team and forming your campaign. On average, our client’s campaigns go live in just 4-6 weeks.

How can an appointment setting campaign help you?

Data Analysis: A call list is only as good as its quality. You may have hundreds of records, but if these aren’t qualified leads then you aren’t likely to get many appointments out of your calls. Our team will help you to gather and analyse data, ensuring that you are speaking to the appropriate decision makers who have a real investment in your offering.

Technology: You may be worried that in outsourcing your appointment setting campaign you lose that brand focus, however at Air we are able to replicate your internal teams processes and free them up to work on gathering leads. Our software allows us to mimic your local caller ID, use your personalised voicemail messages and track your prospects calls.

Skills: If you don’t have the capacity to hire an internal appointment setting team and you are currently passing this task to your sales team, you may be doing yourself a dis-service. Whilst they may be excellent sales people, appointment setting requires different skills. Cold calling requires dedicated diallers who aren’t demotivated by the perseverance that navigating discussions with gatekeepers requires. So, even though you may have an exuberant and energetic sales team who are brilliant at one-to-one discussions after the gatekeepers have been bypassed, this energy may not be maintained with the repetitive nature of appointment setting.

Automation: Much of the appointment setting process can be easily automated by our team so that we can process as many leads as you can send us. By automating parts of the process, i.e. calendar invitations, we can swiftly work through your data ensuring that as quality many appointments as possible are set.

Cost: At the end of the day, business boils down to money. In investing in outsourced appointment setting, you know the upfront cost of your appointment setting campaign and know that you can upscale or reduce those hours at any time. However, if you keep this in-house and hire a whole team, it will cost you a lot more in the long run.

If you feel that you could benefit from outsourcing your appointment setting to our expert team, get in touch today. Call us on: 0345 241 3038 or email: