Here at Red Wasp we are all about Digital to Direct Marketing (and if you haven’t heard the term before, then check out this blog which will explain!) The concept is based around driving traffic to your website, identifying that traffic, then following it up.

The reason we use this model is because it eliminates cold calling, which, if you have done any form of telemarketing, you would know can be a gruelling experience! Even when you are calling direct from a bought in list, the data you are calling on is rarely perfect. There will always be a number missing here or there, a Decision Maker who has left the company or changed roles or even a record with just the company name as your starting point.

For every problem there is a work around, and we've developed several. Particularly when following up from web traffic we tend to start with a deficit of information, although once we get through, the level of interest is usually higher. Because of this, the workarounds we use become much more important.

Lets start with finding missing numbers and addresses.

Within our CRM, we have shortcut buttons to various websites which are ideal for finding missing information.

The main ones are:

www.yell.com Quicklink Button

Ideal for finding company numbers and addresses. In most cases, this also presents us with a link to their website.

www.118.com Quicklink Button

This gives us the same information as Yell but it is important to include both as on the odd occasion, one of these sites will have the business we are searching for where the other one doesn't.

Google Search QuickLink Button

This enables us to do an instant search on the company name on our data record without having to copy and paste every time we do a Google search

Moving on to finding the all important Decision Maker

Sometimes if we don't have a name to begin with we're doomed to fall at the first hurdle. The main reason is due to company No Name Policies. Large PLCs and multi national companies will usually have one in place. So there are a couple of tools we can use here to over come that.

www.Jigsaw.com (AKA Data.com, part of Sales force)

This website gives us an extensive list of employees within the company and filters them by specific departments and job roles so we can pin point exactly who we need to speak to. We can also filter by date of employee entry into the website to ensure we have the most up to date contact name. It also has some great background on the registered company such as address, phone number, number of employees, turnover, and last updated indicator. A VERY useful tool for contacting larger companies.

Linkedin Quicklink button

A website I'm sure you are all familiar with. Linkedin can provide you with a very clear indication of who your Decision Maker is within the company. Having a quicklink button integrated into our CRM allows quick access to lists of names that fall within different job roles, making our hunt for the DM that much easier.

Lastly, the tools we use to qualify a record or lead

There are a number of important factors we take into account when booking leads for our clients. Some clients needs will differ from others, but it is important to qualify a lead as much as possible. When booking leads, we take into consideration the travel time for booked appointments, current liabilities of the company, current assets and the over all net worth of a company.

The tools we use to identify these are:

Google Maps Quicklink Button

Once we have acquired the address for a record and have the postcode, we bring up the map of exactly where the company is situated and determine how far a client will need to travel to make an appointment. This helps us set suitably timed appointments for our clients and ensure they are not up at the crack of dawn to drive 4 hours for their meeting set for 9am!

www.Companycheck.co.uk Quicklink Button

This website gives us all relevant Companies House information on a prospect, which is particularly useful when we are working with financial clients. It will provide you with detail on how much cash a company has in the bank, the net worth of a company, their total current liabilities and their total current assets.

As you can see there are a number of tools integrated into our CRM that can be helpful for any form of telemarketing. When following up from web traffic however, these tools become essential as the amount of data collection we have to do before making a call or while dealing with gatekeepers can be very time consuming. It is vital for us to have quick access to this kind of information and these tools are often an underplayed aspect of the work we do.

If you would like to find out more about our service offerings and how we could tailor a lead generation campaign for you, from Digital all the way through to Direct Marketing, then feel free to get in contact, if we don't call you first!

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