Let’s start by comprehending the concept of demand generation.
Demand generation refers to the process of cultivating specific interest in a product or service. The definitive measure of a successful demand generation initiative is the emergence of leads expressing interest in engaging with the offered product or service.
Why are we delving into the topic of call centers engaging in demand generation? Many enterprises possess multiple lead-generation avenues. While some channels are effective, others remain underutilized.
In such scenarios, businesses often seek external assistance. This is where demand generation call centers come into play. Approximately 60% of enterprises outsource a portion of their demand generation processes.
We now understand that call centers are entrusted with demand generation on behalf of enterprises. But what infrastructure is essential for call centers to optimize demand generation possibilities? This article will delve into just that.
Calling Infrastructure
Call centers require robust infrastructure to both make outbound calls and receive Inbound call center. An effective list management service is necessary. Lists should be organized and segmented prior to initiating calls.
Capability in manual, predictive, and preview dialing is imperative. The choice of dialing method can vary based on the promoted offering.
For inbound calls, automatic call distribution (ACD), queue management with suitable IVR solution, and intelligent routing based on skills, time, and caller location are essential components.
This foundational infrastructure forms the basis for initiating demand generation processes within call centers.
Live Web Chats
Call centers must also manage website chat applications. Modern customers prefer resolving queries via chat, which can serve as a means of pre-qualifying leads. Once pre-qualified, this information can be forwarded to the lead generation team for further qualification.
Robust Integrations
Consider a scenario where an enterprise handles its content marketing strategy, disseminating content via its website and social channels. These efforts drive traffic, and visitors engage with the content, often providing contact details before downloading.
This data gets captured within the CRM system. Integration with the CRM grants call centers access to this pre-qualified information. The call center can then use this data directly within their dialer system to qualify leads before handing them over to the sales team.
Automated Interactive Voice Messaging Systems (AIVMS)
Imagine possessing an extensive contact list numbering in the millions, but only a limited number of agents for outreach. Even with predictive dialing capabilities, contacting this list would be time-consuming.
Enter automated voice messaging. This system allows for instant delivery of a voice message to the extensive list, complete with an option for recipients to respond. Positive responses get flagged for agent follow-up. AIVMS enables call centers to cover the entire list more efficiently, with agents focusing their efforts on qualifying the pre-qualified leads.
Email Marketing
When faced with the challenge of reaching millions of contacts, email-blasting platforms come into play. These platforms send promotional content to the contacts. Respondents’ details are captured within the email marketing platform or CRM.
Integration between the email marketing platform and CRM empowers agents to prioritize these leads. They can call directly from their dialers, eliminating the need for data transfers between platforms and the risk of duplicating information.
In summary, as a demand generation call center, incorporating these five key technological features is crucial. Additionally, integration with customer service systems can identify new opportunities and messaging strategies for the promoted products and services.
