Crafting a B2B Appointment Setting Formula that Never Fails

Crafting a B2B Appointment Setting Formula that Never Fails

Crafting a B2B Appointment Setting Formula that Never Fails

In terms of generating sales and realize revenue growth, there is a constant need to optimize one’s appointment setting process. This is because business engagements with interested partners facilitate their transition to paying customers. But no doubt the process itself harbors a few complications here and there.

Firstly, one can assume that not all sales leads actually translate to actual purchases. This is an issue for a lead management system to tackle. However, since appointments entail head-on engagements with prospects, it matters if your salespeople have the proper qualities in terms of audience interaction.

It is also important to consider that effective B2B appointment setting depends on key sales facilities. The latest in CRM technology has to be installed so that leads can be better managed.

While these can be set, they also entail expenditures on staff trainings and system upgrades. Without proper oversight, these investments might just degrade your sales process, culminating in a failure to reach sales goals.

Failure is never an option and that is why businesses should focus on establishing sustainable strategies that can last long. Here are some useful tips to help you do just that.

Consider the time element in your engagements. It is crucial that your sales staff know the appropriate time to set appointments with their prospects. Usually, the ideal period in which to make contact is during lunch or around 8-9 am.

Follow up with email. In telemarketing, emails complement your prospect engagements. Your mails must have new information that was not yet discussed during the initial contact. To gain another engagement means keeping your prospect interested, best done through free ebooks, informational materials and invites to company webinars and trade shows.

Influencing comes first. It would seem the best approach to sell in the initial contact. But this often backfires, leaving your campaign on a difficult position to compensate for a rejected appointment. Marketers should remember that the sales process takes a long time before a prospect decides to buy. During such time, it is imperative to introduce your prospects to the types of capabilities you possess that other service providers don’t.

Be persistent but remain patient. The sales process takes a long time indeed, but this fact should not stop you from setting an appointment with your prospects. With a lot of hard work and dedication to your company’s goals will you truly attain realistic results in your B2B appointment setting.

How Marketing Automation and Appointment Setting go Together

How Marketing Automation and Appointment Setting go Together

How Marketing Automation and Appointment Setting go Together

Since ROI maximization is always in the minds of B2B executives, it is not surprising that most of these businesses are spending heftily for optimized marketing solutions. However, making such a gesture never guarantees an improved appointment setting campaign.

Some businesses are glad to churn out dollars just to streamline lead generation and telemarketing processes. These decisions are mainly based on the assumption that more expenses means more profits. Such a line of thinking is wrong in every level. For one, ROI tracking is a difficult endeavor, one that couldn’t get close to actual marketing objectives. Moreover, setting up an effective demand generation faces similar problems. And these mainly revolve around the issue of audience preference and “taste.” Precision is almost unattainable with regards to such processes. This exacerbates the dilemmas that many marketers are currently facing, especially when it comes to a better appointment setting campaign.

Marketing automation however continues to be a relevant tool despite how some B2B experts view it. In terms of setting up sales engagements with B2B leads, it continues to be a reliable partner for better conversions.

If you’re still not convinced, here are a few things that point how marketing automation and appointment scheduling and setting are better together.

Time saving processes.When leading an email marketing campaign, you would want every second to count. Time is essential as your prospects definitely make a great deal out of filtering what they deemed to be unimportant messages. They simply don’t want to entertain anything that doesn’t have anything to do with their time. With marketing automation, you are able to effectively manage multiple campaigns (and not just direct mail) by producing messages that aren’t insipid and huge time wasters.

Better lead targeting. Precision is always a complex issue. But automated lead targeting could help you find the prospects that are eager to engage and to buy. You wouldn’t have to rack your brains over a list of potential prospects in your LinkedIn network. And you would give your conversion rates a boost by providing your lead generation and appointment setting with high profile B2B leads.

Better lead nurturing. Automated lead management and follow up could improve any endeavor for a sales appointment. Once you get to interact with a potential B2B partner, it is imperative to keep him or her interested until an appointment is anticipated. With marketing automation, you are able to engage your prospects directly and warm them up for your sales pipeline.

Apparently, a good marketing automation program has to be handled expertly. Better guarantees are made by companies that have a proven track record in lead generation and appointment setting.

How to Succeed in your B2B Appointment Setting Campaigns_DONE

How to Succeed in your B2B Appointment Setting Campaigns

How to Succeed in your B2B Appointment Setting Campaigns_DONEIf a lead generation cycle were a movie, then the appointment setting part would be the climax. It’s the deciding factor on whether an interaction with a prospect will move forward or come to a halt. Because of this importance, telemarketers need to make sure they can grab this opportunity while it’s on the table.

Here are the best practices in carrying out an appointment setting campaign:

Gathering preliminary details

  • A defined target list with job titles, industries, and verticals
  • From the contact’s perspective, what’s the benefit of agreeing to an appointment?
  • Expectations from the sales team
  • Full understanding of products and services

Gaining buy-in from sales:

Communication before, during, and after the campaign is critical for a successful campaign. Before campaign launch: Outline the appointment setting process, set expectations, and gain a clear understanding of the desires and expectations of the sales team.

Adjustments can be made prior to launch based on feedback from sales team. Communication during TM appointment setting will allow for minor adjustments or modifications throughout the campaign.

Other Factors to consider:

    • Size of sales team: The strategy will vary depending on the number of sales representatives that appointments are being set for. More customization is possible for smaller teams compared to larger numbers of sales representatives where establishing standards is critical.
    • Mobility/geographical considerations: Mobility of the sales team, as well as the geography they cover should factor in to understanding which appointments are best suited for the team involved.
    • Scheduling appointments: The type of appointment and geography of the accounts the field reps are responsible for are important to consider as you set guidelines for the time frame between initial conversation and potential appointment dates.
    • Appointment Duration: This will vary depending on the goal of the appointment, but a typical phone appointment should be set for a minimum of 15-30 minutes and a face to face would customarily take between 30 minutes to an hour.
    • Built-in flexibility: While setting appointments, it is important to detect 2-3 potential options, preferably on distinct dates and varying times of the day.
    • Next Steps: Delineating expectations once the appointment has been set including the hand-off process and the party responsible for sending the meeting invite and/or rescheduling. This framework should be in place prior to outbound telemarketing, as the contact needs to have a clear understanding of next steps once the appointment is set.

The Five Ways You Waste Time In B2B Appointment Setting

The Five Ways You Waste Time In B2B Appointment Setting

As a manager, it is your job to ensure that everyone is doing well in their work, reaching their sales leads quotas and letting them get even better in their B2B appointment setting operations. And while you may be employing a bunch of new strategies and methods that will help them work better, you have to admit that there are some things that will never change. Among these would be the amount of work that you have to do in one day.

Since we are talking about work, you might find yourself doing things that will not help you at all. Indeed, these might actually cause you to waste precious time. It sure makes sense if you can avoid them, right? So, what are these time-wasters that you should be avoiding?

1. Working too much on the wrong work – you know that there are limits to what you can do in a single day, so we try to work on things that matter the most. The problem here is when we focus our efforts to much on the wrong part of your telemarketing campaign. That would certainly waste a lot of precious time and manpower in our work.

2. Putting off the easy ones – I tell you, the easy tasks that you put off for tomorrow will become the hardest ones on that day. A veteran marketer would take every chance he gets to finish all necessary stuff up on the day it appeared. Letting it linger for later handling would be poor time management, and will cause you to waste time later on.

3. You micromanage your employees – all right, you might want to properly manage and observe your employees, but you will not be going anywhere near your goals if all you do is breath down their necks. You have more important things to do, and your employees will need a little slack while they are working on getting more B2B leads coming in. If you really believe that your employees need guidance all the time, then you probably chose the wrong people for the job.

4. You focus too much on the details – in marketing, you should really look at the details, but focusing too much on them would cause you to miss the big picture. When that happens, well, you might start committing mistake number one or two. Try putting some perspective in your work. That would help.

5. The wheel keeps getting reinvented – if there is anything that you might want to learn about in terms of time wasters, it is that reinventing the sales process rarely gets you the right results. Truly, if you are sensible enough for the job, you will know that some selling styles are best left as is. You just have to know what these are and work on them.

Yes, these are sure-fire sources of wasted time. If you truly want to be productive in your B2B appointment setting campaigns, please try avoiding these common, but erroneous, business and marketing practices.

Five Lead Generation Myths To Get Rid Of

Five Lead Generation Myths To Get Rid Of

Five Lead Generation Myths To Get Rid OfIn the course of our B2B lead generation campaigns, we would often encounter various practices that seem to help us do our work. While these may be rooted to tradition, cultural dictates, or just probably got feeling, these are not to be taken lightly. If these can bring us the B2B leads that we need, then by all means we should use these. But what about those marketing tactics that cause us to lose sales leads? Maybe we need a closer look to understand this. These may sound like real appointment setting advice, but these may actually be nothing more than myths. And there are a lot of these myths you should get rid of, mind you. And of those myths, the most damaging are the ones listed below.

1. “You need to be pushy to make a sale” – recall that one time when you have a really good experience while making a personal purchase. Was the seller being pushy to you? If not, there you go, that confirms that the above quote is just a myth. You see, to be effective in lead generation, it is not enough to have something to sell. You also need to know if your prospect is going to buy. If not, give them a reason to, but in a very subtle and gentle manner.

2. “I cannot directly reach my buyers” – now, this is a problem that one often encounters in a telemarketing campaign. You call, someone else answer the phone, and pretty much most of your conversation is spent on that person. Now, most amateurs would see this as an obstacle and give up, but veterans would see this as an opportunity. They could use this contact to mine more information about the target prospect, making your next call more successful.

3. “I do not want to bother the B2B leads prospect” – again, this is an erroneous assumption. You see, if you have something really good to offer, then who are they to reject your call? In fact, they might even hold it against you if you do not immediately contact them. Actually, you can integrate other marketing methods, aside from the phone. You can use social media in tandem, subtly informing your prospects about your business.

4. “I am not that quick on the reply” – if you fear that you are too slow, that you might not be able to answer quickly any inquiry of your prospective sales leads, then you will be. The mind has quite an influence on reality. But, if you think you can, if you think you can do it, if you think you can be your best, then that will also become a reality. So be confident and just do it.

5. “I cannot find the right words to ask for the sale” – honestly, you are asking for the sale, nothing can be simpler than that. No need for fancy words or the like. Just ask them if they are interested with your offer or not.

Really, you can do away with these details, for the sake of making your lead generation campaign a success.

Top Ten Tips For B2B Telemarketing

Top Ten Tips For B2B Telemarketing

Being effective in your B2B telemarketing campaigns all about being ready to address the various issues faced by both your customers and business prospects. Basically, it is all about providing quality customer service for all you call as well as those who call you. While you do need to meet your sales leads targets, you also need to make sure that the other party is happy as well. This is a very important point in ensuring that your B2B appointment setting process will go smoothly. Now, the question here is how you do your job right. Luckily, there are some tips that you can use.

1. Clarify complaints – people complain about the service or products that you offered, you should check the details. Most callers would be saying too many details that the real issue could get muddled.

2. Have confidence – this is a real boost to your performance, one that can be noticed during your call. Believe that you can do the job, and the job can be done.

3. Be positive – no matter how bad the day has gone by, thinking that things will turn out well in the end is important. A little positive outlook can mean a great deal for a person’s morale.

4. Speed up the call handling – time is precious, for both the caller and the called. It is important that you and your B2B lead generation team be made aware of that. No dilly-dallying of calls, go straight to the point, and help your prospects get things done.

5. Have a proactive system of helping prospects – some problems can be anticipated before it happens, so it pays for you and your team to prepare for it before it happens.

6. Plan your seating arrangement – this is especially important in large scale telemarketing operations with shifting work schedules. It would be useful if you can get some automated planning system that will maximise the productivity of our marketing team.

7. Know who you are calling – take note that there are different kinds of customers and potential B2B leads. Once you realise these little details, it would be easier for you to generate more sales leads for your business.

8. Make self-service options easier for users – sure, nothing beats a good marketing call, but you have to make sure that alternative sources of information is readily available in a quick and convenient manner.

9. Hire the right team – telemarketing can be a really stressful and complex job, so in the event that you have to hire people, make sure you hire those who know this business well.

10. Delegate to the right people – you cannot do everything well on your own. In case you have to do business with someone you are not skilled with in handling, leave that job to those who do.

These tips can be really simple, but they all have a strong effect on B2B lead generation campaigns that rely on them. You can follow these tips to, and you will see that this is a good investment.

Bad B2B Lead Generation Habits To Avoid

Bad B2B Lead Generation Habits To Avoid

Bad B2B Lead Generation Habits To AvoidTo be honest with you, B2B lead generation is all about persistence. While it is true that we have a ton of challenges to face, the fact remains that we have to give our everything all the time. Being in this line of work may be very profitable, if you can successfully generate B2B leads, but you have to admit that getting more business leads coming your way will depend on how long and steady you stay in this game. And while we are at this topic, are aware that there are some habits appointment setting specialists make that are actually bad for business? No? Well, you should know them. Avoiding these common, but really troublesome, practices will mean a lot in improving our marketing efforts. As a start:

  1. You are spread too thin – the thing about marketing, and why it can be very stressful, is that you have to cover all your bases. And in terms of modern marketing, we are talking about dozens of customer touch points. If you do not get help from the others, you will just burn out, or produce mediocre results. A better tact would be to concentrate on those you do best, and let the others do the rest.
  2. You overlook a customer segment – John Hoffman, a noted advertiser and blogger, once wrote that marketers are too focused on the 18-39 age market segment. While this may have the biggest customer base, the real spenders are those at and beyond the 50 mark. And this so happens to be the very segment that is overlooked by today’s marketers. Try not to fall into that error. Study your market better, know all the players. Check which ones will catch on to your offer. Then start looking for sales leads in those segments that show promise.
  3. You try to be perfect – sure, we all want to achieve perfection, but in the world of marketing, perfection is disaster. In our desire to get the perfect product out, the perfect price display, the perfect market tapped, etc. our competition had already rolled out products that, while less than perfect, but are excellent enough for the needs of your intended markets. It is all right to be the best. It is trying to be perfect that messes things up.
  4. You let negativity rule you – a pessimistic mind creates a grim reality. This is the one rule that you must always be wary of. You see, if you let the negativity of your life get to you (like poor results in your telemarketing campaigns), you end up making it even worse. Try to stay positive, believe that you can do it. Soon enough, you will be able to reach what you have always been aiming for.
  5. You slow down your pacing – it might be tempting to rest on your laurels after a really profitable business deal, but you should not make that mistake. Remember, marketing and B2B lead generation is a marathon, not a dash. Those that stay long enough running will eventually win the race, while those that stopped after a quick burst are often left behind.

If you can get rid of these bad lead generation habits, and you will succeed in your campaign in the end.

Hire Right For Your Appointment Setting Team

Hire Right For Your Appointment Setting Team

Hire Right For Your Appointment Setting Team

In any kind of business, hiring the right person for the job is a crucial activity. This is what makes all the difference in the success or failure of your company. That is also the main concern for those involved in B2B appointment setting campaigns.

You see, the risk of hiring the wrong man is a real problem. It can cost your company a big deal in terms of lost sales leads, not to mention the loss of good will and rapport, in case your new hire is not that good in public relations. Now, just imagine if the job vacancy is in the telemarketing department. Just think of the mess that it would create for you to fix.

Mind you, that does not come cheap. In that case, why not do it right the first time? If you just know how to do it, then you will be in the right path.

  • Take it slow – you know, the hiring process should never be rushed. Sure, you know that upper management has their demands, and that they set deadlines, but you need to wait a little bit more, in case the right candidate comes up. Waiting for resumes to come in takes time, and that is something you can never rush.


  • Consider hiring as a sieve– in order for you to hire the right people for B2B appointment setting services, you need to basically weed out the worst from the best candidates. Basically, you can only do that if you have a lot of candidates, which means you keep contacting as many candidates as you want. And if you put the right rules and processes in place, like interviews or special instructions, you can truly get the best ones.


  • Have checkpoints – for longer hiring processes, it would be sensible to set up check points. This will allow you to screen out applicants based on specific skills or knowledge that your company may need.  Also, this gives you more time to decide on who you should really hire to get your B2B leads.


  • Give out correct tests – this is one portion of the hiring process that is so important, but one that usually creates a lot of misunderstanding on the part of your hiring team. You see, test scores can only do so much, especially if what you give them is just a generic type of test. Maybe you need to conduct more exams, or probably more interviews to really bring out a candidate’s skill.


  • Ask your team – after you have evaluated the values, methods and skills of your candidates, and seeing them as acceptable in your eyes, try asking your own team, hear what they say. They might be able to give you additional input about their skills, or provide you a perspective that is different from what you initially thought of.


Yes, hiring more people for your lead generation campaign is a necessity. All it takes is for you to take a concrete effort to choose your people properly.

Six Steps To Dealing With Problems In Appointment Setting

Six Steps To Dealing With Problems In Appointment Setting

Managing and resolving problems are a normal part of dealing with customers in an appointment setting campaign. I mean, you are conducting one since you know that prospective sales leads have their own problems to solve, right?

We need to know how to best handle the selling process. By properly assisting your customers, you establish a better relationship with them. When they have a positive relationship with you, they spread the word to their friends and family. Word of mouth practically compels the listeners to come in and ask for our help. All of that starts with the proper way of resolving problems and issues that are presented to you. Now, this is how you do it:

To start with, clarify with the customer what the problem is. Listen carefully to what they are saying. You should take note that resolving this problem is very important to your B2B leads prospects. Otherwise, they would not even be coming near you in the first place. Take ownership of the problem (even you are not to blame). Your job, at this point, is to calm them down and open coherent discussion.

Next, investigate thoroughly the problem. And when I say thoroughly, I mean deeply. A problem may not be what it seems. It is possible that several layers of issues encompass a single problem, which will require several different ways to deal with it. A simple ‘band-aid’ solution will not cut it like that. You have to be decisive in dealing with such things.

Third, you should be willing to give your sales and telemarketing team more power to resolve issues. You can create a ‘one-call’ resolution system that will answer all customer issues in an efficient and effective manner. And the crucial piece of that set-up is giving your people the authority to deal with problems on their own.

Fourth, prepare your reports. After going through all the facts, you should then share your findings both with the company you work for and the customer you are helping. The former needs the data in order to store in their archives, while the latter would want to know the extent of your work. And both parties might be able to give you more details once they knew where you stood at that time.

After the reporting, then comes the time for you to develop the business solution. You know that each customer has their unique issues. That is why you should put some effort into crafting a personalized solution to their problems. It will take some time, but you will realize that you are in the right path come implementation time.

Finally, you should follow up. After implementing the solution, you should come back and asses it well. You need to know whether your plan worked, or if you need to alter the plan yet again. This is the last, yet the most important, step.

See, these can be simple ways to improve your lead generation and appointment setting campaign. You just need to have the courage to implement them.

The Eight-Point Communication Strategy For Better Appointment Setting

The Eight-Point Communication Strategy For Better Appointment Setting_DONE

You should always make a point to improve your communication. This is the one aspect in business that you can never do without. After all, talking or negotiating with sales leads prospects require clear communication skills, and many an appointment setting specialist will tell you just how important it is to be clear and concise with what you say. It avoids ambiguities, as well as speed up the marketing process. Still, there are only a handful of us who take this seriously. Most believe that they can just their usual when talking to prospects. That is not so.

To be effective in your lead generation campaign, you need to improve your communication skills. And here is how you do it.

    1. Talk one at a time – sure, multitasking sounds much more productive, but in truth, rarely does it end well for you. You need to concentrate solely on the person you are talking to. This will make them feel important and valued, as well as make it easier for you to turn them into new B2B leads. It will make talking to them easier, too.
    2. Look into their eyes – of course, this advice must adhere to local customs and sensitivities. As a rule, though, looking at people straight in the eye shows that you are an honest man. It may be awkward, yes, but it can create a stronger bond between you and prospects.
    3. Ask only a few questions – a good telemarketing representative can clarify or obtain information from sales leads prospects in just three or four questions. Most of the time, the conversation they have is just the icing of the cake, a way to establish rapport. At least they now have what they are really after.
    4. Write it down – now this is something that you do not see every day. Sure, you might think that you have the perfect memory, but there will be times that you forget the important details. To avoid that, write what you have to do or say, to serve as your guide.
    5. Respond to emails – business prospects can be frustrated with you if you do not answer their emails properly, if you indeed replied back at them. It only creates more problems for you and your marketing team in the end.
    6. Have a routine – this will help you get the most important tasks done in one day, at times when you are at your best condition. This will be most appreciated by potential business leads.
    7. Do not read too much into it – unless you actually spoke to your prospects, do not think too much about text messages or emails. Sometimes, the most innocuous ones are the most likely to be misunderstood.
    8. Get closure – this is true when you send brochure online, where you have no way of knowing whether your prospects have received it. You can arrange that by reminding them to reply, or simple create a auto-reply program that will tell you if they did get what you sent.

Easy, right? This is something that can really help your appointment setting campaign.

Critical Telemarketing Practices That Can Potentially Harm an Appointment

Critical Telemarketing Practices That Can Potentially Harm an Appointment

When professional telemarketers get caught up in the fundamental norms of outbound telemarketing, they tend to forget how to distinguish which aspects of their style are beneficial and which are detrimental to their goals. It is important to assess whether a certain action – whether part of a routine or an experimental move – can fulfill its purpose, otherwise it must be unlearned.

In appointment setting, especially in business-to-business (B2B) campaigns, telemarketers face the challenge of A: penetrating a target company and its gatekeepers, and B: getting a true Decision-Maker to agree to an appointment. With these goals at hand, it is crucial to appraise the plan of attack so that no wrong move could put all efforts to waste.

Here are some critical practices that need particular evaluation:

Reading off a Script. While newcomers to the telemarketing profession may be pardoned from this mortal sin, seasoned telemarketers should know better. This very act not only negatively impacts a prospect’s initial impression towards the company being represented, but also, and most importantly, towards the telemarketer itself. No one wants to talk to someone who sounds like a recording and stutters whenever caught with off-guarding questions. It pays to be mentally equipped and familiar with a product or service and not rely on suggested spiels or responses.

Voicemails. It has become part of the telemarketing culture, yet the rationale behind this practice is becoming feeble. Yes, it becomes useful when a telemarketer needs to follow-up on a prospect regarding a future appointment or some missed details. But during the “cold calling” stage of the campaign, leaving voicemails may actually do more harm than good. Prospects hardly ever return calls off a voicemail, especially once they’ve realized that it’s from someone who’s selling something. The more they keep getting voicemails, the more they keep hearing the name of the company being represented. It allows them to consciously “block” any likelihood of communication and it destroys the chances of an appointment or sales lead. Leaving messages with a secretary is still preferred whenever possible – it’s more professional and usually more productive.

Talking to the wrong person. It wastes time, energy, resources and opportunities. Nothing could be more damaging to a campaign than spending precious minutes on the phone with someone who doesn’t make choices for the company. It may be reasonable to do so during lead generation, but definitely a no-no when it comes to appointment setting. There is no point in discussing things over with a non-decision maker only to find out in the end that there is someone else who needs to hear everything all over again. One other mistake is when a telemarketer talks to someone from the target company whose job might be compromised should they acquire services from the outside. It’s illogical and nothing short of rude.

Every opportunity to make contact and create a good initial impression should not be wasted by meaningless practices that could have been avoided in the first place. Professional telemarketers should make it a habit to “run a scan” of their common practices to see which ones are to be capitalized on and which ones are corrupted and need eliminating.

Why Invest In Snackable Content For Appointment Setting?

Why Invest In Snackable Content For Appointment Setting

There are a lot of talks these days about creating snackable content to anchor your appointment setting campaign on, but there is always that issue about what exactly should be a ‘snack-sized’ content. Why go for smaller content? How can that improve our ability to generate B2B leads?

To tell you the truth, the average memory span of a human being is just 2.8 seconds, much lower than even a goldfish. And while most of us would bemoan the deterioration of the human mind, marketers like us would have to make do with what we have and adjust our appointment setting efforts accordingly. We want to increase our market’s awareness of our business, so we should be able to craft content that is not just good enough to attract their attention, but also compelling enough to keep their sales leads audience beyond their 2.8 second-long attention span.

It is not that difficult. As long as you know the needed keyword used by your audience, then utilize it in a fresh, informative, and attractive content, it would be your win. You could even use your snackable content as a compelling call-to-action for your prospects. Have them sign up to your offer, or probably leave their number so that your telemarketing team could follow them up. There are loads of things you can do with shorter content.

Just make sure that you know who you audience is, the products or services you want to offer, as well as the content you are creating for your lead generation campaign.