A Marketer’s Guide to B2B Outbound Telemarketing

Outbound telemarketing has been a stalwart of B2B marketing strategies across different continents and industries for decades. But with new technological advancements, changes in the way we work, and current economic challenges, the same old approach to telemarketing may no longer be so effective. 

Whether you are thinking about incorporating outbound telemarketing into your strategy for the first time or your current methods need a bit of a shake-up, this guide will give you the scoop on achieving B2B telemarketing success. 

What Is B2B Outbound Telemarketing?

Let’s discuss exactly what telemarketing entails and what it aims to achieve in a B2B setting. 

Definition and Purpose

Outbound telemarketing is a highly targeted approach to marketing that involves reaching out to potential new customers. Traditionally, this would be done manually by phone. However, businesses are now using new technology like power dialer software and video conferencing software to upgrade the telemarketing experience for both employees and customers. 

The goal is to introduce products or services to specifically chosen groups who are most likely to benefit from what the company sells. Outbound telemarketing is a proven method for generating new sales and increasing brand visibility in a way that invites feedback and discourse with customers. 

A Marketer's Guide to B2B Outbound Telemarketing

The Difference Between B2B from B2C Telemarketing

Both B2B and B2C businesses use telemarketing, but there are big differences in the way they work. B2C telemarketing is tailored towards individual customers and tends to be a quicker process.

This is because B2B telemarketing requires navigating gatekeepers, such as assistants or receptionists, in order to reach the right decision-maker. Once that is done, the relationship must be built over time to establish trust and credibility. Plus, more often than not, several other people may need to be consulted before any sale can be made. 

The Benefits of B2B Outbound Telemarketing

Here are the two biggest advantages to this kind of outbound lead generation


Whereas many marketing approaches cast a wide net online, in print, or on social media, telemarketing targets those B2B clients you most want to reach. Plus, it typically has low overheads as the main costs are limited to the training and compensation of staff. 

It’s also a very flexible approach that can be adopted by companies both big and small – you merely need a setup that suits your needs and it can be scaled very easily. Last but not least, well-trained telemarketers can make a huge amount of calls in a short amount of time, so you get a big ROI. 

Direct Human Engagement

Don’t underestimate the value of a real human conversation. So much of our business is now conducted online or via email, but the rapport built with customers by speaking to them personally can forge long-lasting relationships. 

It also provides more of an opportunity for back and forth. Customers can ask questions and express their concerns. This helps you to understand their needs better and a skilled telemarketing professional can use this discussion to grow your company’s credibility with the answers they provide. 

A Marketer's Guide to B2B Outbound Telemarketing

Creating the Best B2B Telemarketing Strategy

Make sure you employ the tactics below to craft a successful telemarketing campaign.

Segmentation and Targeting

As with any outbound marketing strategy, segmentation can make the difference between a roaring success and an abject failure. When segmenting, it is important to bear in mind the diversity of your clientele and their different needs and pain points. 

With every different segment, your messaging must be appropriately tailored to address their unique requirements. Picking a single approach and using it for every business will not get the results you are looking for. Precisely targeted campaigns, on the other hand, will result in higher conversion rates. 

Clear Objectives

Clarify exactly what it is you’re hoping to achieve. Do you want to generate more leads? Or perhaps you have a target for appointment setting? Alternatively, would you like to simply promote your services? 

Whatever your objective may be, defining it will provide a focus for every interaction your team instigates. It will also give you a clear barometer for success, so after each campaign, you can assess what went well and where there’s room for improvement. 

A Marketer's Guide to B2B Outbound Telemarketing

Script Development

Whether your company is selling cloud computing services in Australia or “.ca domain names” in Canada, a well-planned and written script is a tool that every telemarketer needs. 

Telemarketers are best supported with a script that gives them a strong framework but also allows them the freedom to improvise – because it’s very obvious when someone is reading a rehearsed spiel. 

Get the top selling points across clearly and keep the brand messaging consistent. Provide guidance for handling difficult questions or unexpected responses, as well as advice for carefully guiding the conversation toward a new topic and working towards a real connection with the customer.

Pain Points

The script should address the pain points that are specific to that particular customer. Treat these problems with empathy and understanding – the conversation should convey that you’re here to help and invite the prospect to share their experience. 

It will then be all the more powerful when your solution is offered. Plus, you’re establishing your expertise in the industry and preempting any potential objections. Trust is then strengthened and the conversation is more likely to have a positive resolution. 

Thorough Training Programs

Don’t leave your employees on their own to Google “phone number virtual” when you implement your new communications platform. Give them the required training to handle any technology they need to use, so they can make the most out of it and be confident in their roles. 

They should also have extensive knowledge of the products and services they are representing, so they can handle all and any questions that come their way. Understanding of industry trends and a good grounding in communication techniques are also valuable for telemarketers. 

A Marketer's Guide to B2B Outbound Telemarketing

Difficult conversations

Dealing with difficult conversations, pushback, and objections is an unavoidable part of a telemarketing professional’s job. Give them the tools to handle these scenarios with grace, which begins with staying calm and respecting the customer’s perspective. 

Encourage them to ask questions about the objection, to discover if their opinion has arisen from a misunderstanding or lack of information. Teach them not to respond to objections with counter arguments, instead, focus on solutions and the value proposition of the product. Objections can often be turned into productive conversations and garner valuable feedback. 

Choosing the Right Technology

More and more people are working from home today, and need to leverage a range of tech tools as well as download RealVNC’s Mac remote desktop and other remote access solutions. So, it’s vital that you, too, implement the best tech to reach out to them with your telemarketing campaigns.  

CRM Systems 

You should have a Customer Relationship Management (CRM) system that suits the unique needs of your business. Generally speaking, you need one that can track interactions, automate follow-up sequences, track customer behavior, and segment and manage leads. 

Predictive Dialers and Automation

Selecting the right business phone services and other necessary tech can help support your telemarketing team in achieving their targets. In particular, predictive dialers and automated solutions are your best friends.

These tools are the absolute best addition you can make to your telemarketing campaigns. They reduce downtime between calls by predicting when an agent will become available and place another call at the right time. Employees can also view call scripts on them to make sure the right messaging is used every time. 

What’s more, they provide call monitoring and recording capabilities for coaching and learning opportunities. Predictive dialers can also integrate with your CRM system so data and workflows are all streamlined and available in one place. Altogether, they optimize the operations of your telemarketing efforts. 

A Marketer's Guide to B2B Outbound Telemarketing

Measuring Success and ROI

Continuously evaluating your outbound B2B telemarketing performance is important to ensure you are getting the best Return on Investment (ROI). 

Key Performance Indicators (KPIs)

Outline your telemarketing and lead generation KPIs at the beginning. Having clear metrics will help you to accurately track your campaign performance, such as conversion rates or lead quality. 

Whatever your KPIs might be at the beginning, they will help you to evaluate your ROI at the campaign’s end. What was the cost of acquiring each new lead? How much revenue was generated from conversions? Conduct a comprehensive analysis of your strategy and you’ll be able to fine-tune it going forward. 

Put Your Telemarketing Strategy into Action

Though it is a method that has been around for a while, B2B outbound telemarketing remains a lucrative tool for gaining new business. The new technology solutions that are now available have ripped up the metaphorical script, providing greater efficiency and more successful interactions. 

The actual call script, however, remains important. Creating a strong script for your team will support them in reaching their targets and converting leads. Targeted to the right businesses, your telemarketing efforts will bring in new customers and more revenue in a cost-efficient and highly personalized way. 

Vito Vishnepolsky
Vito Vishnepolsky
CEO and Founder at Martal Group