Article Lead Gen Telemarketing
B2B appointment setting is proven to deliver results, boosting conversion rates and – crucially – revenue and profitability. This is why so many businesses swear by it, bringing in third-party appointment setting specialists to reach out to prospects and arrange meetings with them.
One of the key benefits of outsourcing B2B appointment setting is that it allows your in-house marketing team to concentrate on closing more deals, leaving the initial legwork to outside experts. But when planning an appointment setting campaign, a thorough and clear brief can be highly important, giving the appointment setters a clearer idea of what they need to do.
You therefore need to think carefully about what goes into your brief, because it could have a significant impact on the overall effectiveness of your appointment setting campaign. But what exactly needs to be included? Read on to find out more.
A brief provides an overview of the aims and objectives of a particular campaign. With regard to appointment setting specifically, it gives third-party appointment setting companies an understanding of the markets and businesses you’re looking to reach and what your targets are.
Putting together a clear brief can be very useful for appointment setters. It lets them know from the outset what’s expected of them; it also gives them a clear view of which markets and companies they need to research, and who the key decision makers are, before approaching them.
They may also give appointment setters a better understanding of the products and services they’re looking to sell, and how these might address prospects’ major pain points.
Briefs aren’t just useful for appointment setters, though. They can also be a worthwhile exercise for you as a client, giving you the opportunity to really think things through and consider in detail what you want from the campaign and how you’re going to achieve it. This can help sharpen your focus as well as, in the longer run, enhancing the return on your investment.
It might seem like an obvious point, but it’s worth emphasising here: your brief needs to be clear and concise. It needs to cover the relevant bases so that your appointment setters can build an effective campaign on the back of it, but without going overboard.
Remember that your appointment setters need your brief to provide an effective summary of the objectives of your campaign, along with a broad overview of how to achieve them. Give them the detail they need, but try to avoid bogging them down with it.
Your campaign brief needs to clearly define who you’re targeting as part of your appointment setting campaign. A clearly defined target market will help third-party appointment setters understand much better who they’re trying to appeal to and how to cut through with them.
Your appointment setters will then be able to take this information and conduct their own research into the relevant market. This will put them on a much firmer footing when approaching prospective clients with a view to booking meetings with them.
At Bollin Green, we undertake thorough market research and ensure we only approach the appropriate decision-makers. Our team will also use initial, over-the-phone discussions to find out more about prospects’ key pain points, before elaborating on how your company’s products or services can help to address them.
When briefing appointment setters, you must make it clear what you’re looking to achieve from your campaign. Be specific and explain what results you expect to see, and by when. This gives you a clear benchmark and enables you to judge how successful your campaign has been.
Likewise, be honest about your budget and how much money you have to spend. This is helpful for your appointment setters as it enables them to think creatively about how they’re going to make the most efficient use of your resources within the relevant budgetary constraints.
Another important point to consider when briefing appointment setters is that they are the experts in this field, and they’ve been doing it for years. It’s worth, therefore, leaving some room for discussion in the briefing process, and allowing appointment setters to have their own input.
The main reason for outsourcing appointment setting to a third-party company is precisely this: that they’re the ones with the expertise and know-how. You should take advantage of it by inviting appointment setters to provide their own suggestions, drawing on their copious amounts of experience.
At Bollin Green, our team of expert telemarketers has decades of experience in B2B appointment setting. To find out more, simply get in touch with us today – our friendly and helpful specialists are always happy to help.
