Has social media marketing meant the end of cold calling? Definitely not, according to Harvard Business Review blogger Steve Richard.
In a recent post, Richard argues that cold calling is still a valuable aspect of B2B marketing that should not be ignored in favour of 'fancy webinars' or 'snazzy web-based marketing channels'.
To help marketers boost their B2B cold calling success rates, a number of tips are offered. In summary, these include:
- Be direct - bypass receptionists and always take the time to get the direct number of the person you're cold calling
- Mix it up - personalise each message, vary between calls and emails, and add value each time you make contact
- Do your research - use online research sources, such as LinkedIn or Facebook, to understand your prospect's background and needs