How well do you know your customers?

Know your customer has become quite a cliché in marketing. There has never been a business that didn’t start out fulfilling unmet needs for a very specific group of people.  

We suspect you probably know your customer  fairly well,  but let’s turn this question on its head and  instead ask: 

 How well do you know your prospects?  


Air Marketing Group know that a lack of qualified prospects moving through your sales process today, can mean trouble for your business tomorrow. We understand that a strong sales pipeline is critical to attain revenue goals 6 – 12 months from now.  

So what steps should you take to build and sustain a healthy sales pipeline? 

Start with enough leads 

Sales is a numbers game and to develop a strong sales pipeline you must accumulate enough leads to drive through your marketing and sales engine. If you have a good understanding of the pipeline process you’ll know only a proportion of your targeted leads will become qualified, and a fraction will convert and be ready to buy at any given time.  

Qualify every lead  

Generating a list of qualifying questions to ask every interested lead will allow you to determine if there’s a real business opportunity or not.  

Ask: Has your prospect got a realistic need you can fill? 

  • What are their major challenges in this area? 
  • Have they tried to solve these issues? If so, how? 
  • How soon do they want to find a solution?  

Ask: Is the prospect an appropriate lead for the value and price point of your offering? 

  • What solutions would they consider? 
  • What is the budget to address this solution?  

Be careful of time wasters. If it appears there’s little budget for your solution, put this lead into your low-quality category and concentrate on higher priority prospects.  

Use lead quality for targeted marketing  

It’s important to use resulting lead quality data to develop more tailored campaigns. At Air Marketing all our campaigns use bespoke lead generation strategies and are tailored to meet individual business requirements. This strategy allows us to provide clients with quality sales leads that meet specified criteria.  

Nurture qualified prospects  

Not every qualified prospect will be ready to buy today. Once qualified leads have been identified you can leverage the use of content based email marketing, and follow up calls, to continue to nurture leads and identify interested prospects.  

Create a next step for every interested lead. Base this on need, interest and timing: 

  • Schedule a demo or follow up call to share additional insights. 
  • Send a follow up email that needs a response within  a requested time. 
  • Send an industry-related article every month to stay in  touch and keep educating them.  

Remaining in front of interested, qualified prospects will mean you are at the front of their mind  to assist when the time of their need arises.  

CRM systems 

A customer relationship management system (CRM) will improve your sales efficiencies, and allow you to track and report on sales opportunities, leads and prospects.  

Remember a healthy sales pipeline will have the following attributes: 

  • Many opportunities at every stage of the funnel. 
  • New opportunities coming into the top of the funnel regularly. 
  • New sales being converted  at the bottom of the sales funnel regularly . 

Here at Air Marketing Group, we pride ourselves on our ability to get under the skin of your business, speaking with your prospects and where possible and relevant warm the lead into a position where they can be converted into an opportunity. In addition to this, we  provide a transparent reporting service, and the delivery of each call recording to ensure our clients that  any leads we’ve secured will convert.  


If knowing your prospect is still an area you would like help with get in touch today to find out how we can help on 03452413038 or get in touch.

Is there still a place for telemarketing within your digital focused marketing mix?

For those sales and marketing teams who have focused their effort and budget solely on digital channels, it may seem like telemarketing is an old forgotten art no longer needed. But this isn’t the case. Telemarketing proves to be a very effective tool when used as part of your integrated marketing mix – assisting you to close more B2B sales than you might think.

Assisting not replacing marketing activity

Integrating marketing activity is where you will see results. In the past, telemarketing was used to speak to as many prospects as possible, generating as many leads as possible, in many cases no matter the quality. Today this simply doesn’t work.

Combining marketing activity across different user touchpoints has proved to be more effective in converting leads and closing deals compared to using just a single channel. With the increasing use of email campaigns, junk mail is common – how can you guarantee your email will be read or even opened. If your email is read, can you be sure if the user understood it, found it relevant or even slightly considered your product/service – can you guarantee that they would get in touch with you to talk more?

This is where telemarketing can have an impact. Following up on emails, nurturing a customer through the journey provides a very real touchpoint with your customer. Understanding their views on the product/service, apprehensions, questions, or reasons why it wouldn’t be suitable. This very personal interaction opens up the conversation, provides you insight into your market and nurtures relationships which may not convert immediately but will build the pipeline for the future.

Where to start?

Data and your message is going to be the most important place to start. Refined data gets you to the right person quicker, saving time and, therefore, money which will see you make more of your investment. Once you reach that person its all about the message. But making sure that the message is joined up across your marketing mix is vital. Your email campaign should have the same message as you are intending to discuss on the call with them, this repetition of a core message will resonate with prospects giving more brand clarity.

Feel like you need some help? Air Marketing Group is an outsourced B2B telemarketing agency providing a full range of lead generation, appointment setting, telemarketing, call centre and customer service solutions to companies around the UK. Outsourcing your telemarketing to Air allows boosted revenue through successful campaigns. Effective B2B telemarketing is all about ROI: Our average return is £18 for every £1 our clients invest.

Our clients have benefited from our experience and the Air process, take a look at some of our case studies here to see for yourself.

To find out more about how we can help with your business development process, contact us on 0345 241 3038.