Traditionally, cold calling was the initial touch base for most b2b event marketing campaigns. However, with the evolution of new and advanced technologies on marketing automation and lead nurturing processes, it has taken a backseat and now comes secondary and or follow-up to email. For event campaigns, a mere email invite may not be able to stand alone without a follow up call. The two are fractions of a multi-channel marketing program which is comprised of voice, email, web, social and mobile, concurrently working altogether to drive success for event campaigns.
Aside from email, social media and professional networking sites are equally big time lead contributors in an event campaign. In fact, social media has 100% higher lead to close rate than outbound marketing. (Hubspot)
However, calling remains to play an important role that supports all the other channels to drive a continuous and successful campaign workflow. Below are the three core advantages of calling attendees before an event as cited by Callbox.
Calling has a personal touch
After sending a personalized email invite to prospective attendees for your event, set follow-up calls to make the invitation more personal. Decision makers are likely to recall event details and get interested to participate when they are able to speak with a live representative from the inviting party.
78% of decision makers polled have taken an appointment or attended an event that came from an email or cold call (DiscoverOrg) Although a number of follow up may be required before a decision maker says “yes” to attend an event, the data shows how the dynamics of both channels can boost the number of attendees when appropriately done.
Calling allows more flexibility
The email copy, whether generic or personalized, may only give the prospect a shot of information about the event, but a live conversation can do more – event details can be emphasized, questions will be answered right away and underlying issues can be addressed at the soonest time.
Marketing experts suggest that the best days and time to call are during Wednesdays and Thursdays, between 6-9am and 4-6pm (RingDNA), but demographical factors and historical data should also be considered like the prospect’s preferred timing to speak or a business’ current economic status etc.
Here’s the catch: Regardless of the day and time, each follow up call is an opportune moment to rework an approach. Remember that an email invite has already been sent before you got hold of the prospect on a follow up call. Chances are, he could have read your email already so grab all the chances to get the prospect registered while you have him on the call.
Calling validates measurable results
Advanced data tracking tools deliver real time reports on emails opened, links clicked, website visits and forms submitted. No doubt these are measurable CTAs that can be segmented and filtered to reflect the need of prospects, however may still require next action steps like “calling” in order to complete the lead generation process.
Take this scenario as an example, a prospect who clicked a link in an email copy may have varied reasons in doing so – he may be curious what the event is all about, interested to see more information or just simply navigating through the page. The action may only be validated by calling the prospect to confirm his real intention for clicking the link and gauge his level of interest in attending the event.
Here’s a sample script:
“Mr. prospect, I can see that you clicked the link to the topics that will be discussed during the seminar.
Note: The prospect may either confirm the action or would further ask more information. Be on guard for buying signals so that you can gauge the prospect’s interest in attending the event.
“I will send you a complete information/brochures about the topics on the seminar, and I’d be glad to reserve you a seat/seats as spots are limited to rsvp’d individuals only. Would you like me to register you on your behalf?”
Note: Depending on the campaign guideline, you may either register the prospect online while on the call or let him do it by himself if he prefers so.
Remember, a one call resolution is an effective KPI to achieve campaign goals.
Now, those follow up, confirmation and reminder calls have done their jobs to help you achieve your target attendees for the event. But aside from these pre-event calling activities, post event calls can do further lead nurturing until these leads mature and be ready for the next level of sales engagement. Here’s how lead nurturing in Singapore is done!
Calling is undeniably a very important factor in completing an event marketing process to solidify registration and attendance goals, and augment pre and post sales efforts to achieve sales goals.
Want to find out how effective event telemarketing is? Check out these successful campaigns:
- Quantifying Lead Generation Success for World-Class Data Solutions Provider
- Callbox Packs Webinars for Software Company
- Callbox: Providing Sales Support to one of the Largest Business Software Companies
Or learn more about events telemarketing services in Singapore
and gather more audience to your event!
Dial +65 3159 1112 or +65 3159 0902.