WMC unites telemarketing and social

Only those reached can be effectively captured
Complex solutions which need further explanation can only be conveyed in B2B marketing through a direct one-to-one channel like a conversation on the telephone. Access to the relevant key decision makers is crucial but not easy. It can however be significantly improved by supporting the telemarketing campaign with social media channels, depending on the topic and the target group. In addition to short-term effects, professional integration of the various acquisition channels also provides for more effective nurturing, i.e. pipeline maintenance and follow-up. In modern day marketing the decisive factor is the right mix of different channels so that responsible decision-makers are also addressed with the right story at the right time.

Business Development with WMC: Combining phone and social
In addition to our already successful telemarketing campaigns, Worm Marketing Consulting also offers a social media package that automatically generates access to new contacts via LinkedIn. To do so, we manage accounts provided by our customers, identify decision-makers in the target markets, approach them with automated messages and increase interest for further exchange. Instead of being trapped in the eternal limbo of a marketing automation campaign, leads from LinkedIn are targeted for immediate follow-up phone calls and are converted to actionable leads. The process is a two-way street: non-reachable contacts from the telemarketing campaign can be approached again in an individualised manner via LinkedIn to increase the chances of reaching them.

Social supports the campaign
Our LinkedIn package includes an initial briefing, contact research through Sales Navigator, the drafting of texts for the automated approach, the set-up and operational execution of the campaign, as well as regular reporting. New contacts that connected on LinkedIn are exported with all relevant information and transferred to the telemarketing campaign. Prerequisites are a precisely defined target group, a concise topic and the provision of our customers' LinkedIn accounts.

An example case
We have a customer that provides a banking platform to hyper-automate complex credit decisions and back-office processes. The target group are banks and financial institutes in the DACH region, which come under pressure from upstarting FinTechs and the steadily increasing regulatory demands to fast track their digitalisation efforts. Since the entire market is made up of only a few hundred institutions, the success of the campaign depends mainly on access to a handful of key decision-makers. A difficult task due to the discrete nature in banking. WMC manages the LinkedIn accounts of the Head of Sales and the CFO to qualify relevant decision makers on different hierarchy levels.

An example month
With minor effort, our social results multiplied the amount of newly qualified contacts, generating an additional strong pipeline for operative calls. The time-to-lead metric in the difficult target market was decreased by 20%. In numbers:

• 250 networking requests
• 85 new connections, which were immediately followed up by phone
• 25 of those replied through LinkedIn, which were then prioritised for a follow-up call
• 2 A Leads

Results in the context of our telemarketing campaign
Social delivers additional relevant contacts for telemarketing in a targeted manner. The areas for pipeline contacts and leads saw the largest increase. Below the results additionally achieved through social (divided according to the different categories / interest or contact status):