Inbound Marketing

How Inbound Telemarketing Works and Why It is Successful

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By Oier Gil, on 2 November 2022

When it comes to obtaining qualified leads (potential customers), inbound marketing is one of the best strategies for quality results. The strategy is based on capturing future buyers through the creation of valuable content that solves users’ questions and needs. One of the basic characteristics of inbound marketing is that it is a non-intrusive strategy when it comes to communicating and attracting the public.

Inbound marketing consists of different stages that the user has to go through to become a customer. These stages are collectively known as the sales funnel, and it is precisely in one of these phases where inbound telemarketing plays a fundamental role.

Contrary to what people may think, inbound telemarketing is not dead. There are many companies that continue to use it and get great results. Let’s be clear, traditional telemarketing, as it was understood before, is no longer effective on its own. But inbound telemarketing is different, and with the advent of new technology, works differently too.

In this article we’ll explain it all so that you can apply it correctly in your inbound marketing strategy and get the most out of it.

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How Inbound Telemarketing Works and Why It is Successful

How Inbound Marketing Works in Telemarketing

When a customer has a question or suggestion about a product or service, a customer service team typically responds either in writing or via phone. In this case, we will focus on the second possibility.

When such a call comes in, the purpose of inbound telemarketing is not only to attend to the customer and solve any doubts that may arise, but to also to make the most of this direct contact to try to increase sales.

Therefore, inbound telemarketing is a form of passive telemarketing in which the brand implements a sales strategy by waiting for the customer to contact it.

By contrast, outbound telemarketing, or more traditional telemarketing, is characterized by the brand contacting the consumer directly to try to sell its products or services.

However, both ways of establishing a relationship with the consumer are not mutually exclusive. The key is to build a good strategy for both outbound and inbound telemarketing is to know how to structure them.

However, inbound telemarketing does not stop there. In addition to taking advantage of calls from consumers with doubts to start a sales strategy, it is also based on encouraging people to call first, with a content marketing strategy.

In this way, users do not feel intruded upon or invaded, as they are the ones who initiate the conversation, thus being more comfortable and much more willing to talk and receive information.

What Are the Advantages of Inbound Marketing for This Sector?

Let’s take a look at the advantages of inbound telemarketing and explain how you can clearly benefits from this strategy:

  • Increased ROI: ROI (Return on Investment) is a metric used to measure the performance of a company from a financial perspective. There are many companies that claim that inbound telemarketing has improved the results of their marketing strategies, making the investment easily recovered by the large number of people who have ended up becoming customers.

  • Facilitate sales: if you don't have an online presence as a brand, you are facing an uphill battle. That is why more and more companies have their own website and social media profiles. With these assets, users can more easily find contact information in order to make any inquiry. In this consultation, the purpose of inbound telemarketing is also to convert the person into a customer, and there are many who end up achieving this using this method.

  • Agility in the sales strategy: inbound telemarketing can make your company close sales more easily and quickly, because it gives the customer the opportunity to consult any questions, easily and without obligation or pressure.

Although inbound telemarketing is a more innovative strategy than outbound telemarketing or more traditional telemarketing, the latter still has some benefits. This is why we recommend combining them to see maximum results.

Typically outbound telemarketing is a much more active from of contact. However, for it to be truly effective, it should be carried out less aggressively. Normally when outbound telemarketing is active, potential customers have not yet shown much interest in your brand or what you offer, so it will be difficult, but it is not impossible. The key here is, above all, to publicize the company and its products or services as organically as possible and, if you see that you can succeed, try to make a sale. If you act abruptly or in a very intrusive way, it will be very difficult for the customer to trust you again.

Although at first glance it may seem that there are no benefits to be extracted from this type of cold calling, they do exsists, but they are different from inbound telemarketing, because their objectives are not the same. One of the most important positive points of outbound marketing is the knowledge of the market that it can provide to the company.

By actively working on the search for customers to contact, the market and the sector in which you move are analyzed to a greater extent, being able to have a clearer picture of their situation and characteristics, both of the competition and of the customers themselves. In this way, you can have a clearer picture of the main difficulty your sector has when trying to close a sale, what consumer needs are not yet covered, or what the public is looking for in your competitors' brands.

How to Apply Inbound Strategies in Telemarketing

In the past, telemarketing was based on calling people one by one from an unclassified database. Potential customers appeared without filters or indications of what stage of the buying process they were in. The calls were very generic, aggressive and did not generate confidence in the person or brand behind the phone.

Today we recommend avoiding that tactic, even in outbound telemarketing, because although it is direct, it is more efficient and effective to follow a structure and know where the person you are going to call is at in the sales process. It is always better to offer content that may be helpful or interesting to help close a sale, rather than to bombard leads.

With that in mind, here are a series of tips that may be useful:

  • Put attraction marketing into practice: Did you know that inbound marketing is also known as attraction marketing? It is because it is based on the proximity to the user, on creating quality and relevant content to build an increasingly stronger relationship and on solving real doubts, really helping the consumer. When implementing inbound telemarketing, these tactics must also be used, because you must not only answer the question that the user asks, but go beyond.

  • Use relationship marketing tools: another pillar of inbound marketing is creating a lasting relationship based on trust and loyalty between both parties. Call center professionals who carry out the inbound telemarketing strategy must know how to transmit this.

  • Measure results: inbound marketing relies heavily on measuring results to know how each of the tools and strategies implemented are working. And inbound telemarketing is no different. Whatever the result of a call, it should be noted in order to monitor progress and know what is working and what is not.

  • Create content that encourages contact: don't wait for users to ask you, encourage them to do so. Create content on different platforms with a powerful call to action that encourages them to contact you.

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Oier Gil