1 2023-04-12

FOOD FOR TELEMARKETING

HOW DO WE DIVIDE TELEMARKETING LISTS IN OUTBOUND TELEMARKETING? BEST PRACTICE & REAL CASE STUDIES

By Patrik Pavel, Sales Director UniCall Communication Group Central & Eastern EuropeNovember 2013

2 2023-04-122023-04-12

Agenda

- Briefly about UniCall

- What are telemarketing lists?

- How do we divide the lists?

- B2B vs. B2C lists & case studies

- Public vs. Private lists & case studies

- Existing vs. Generates lists & case studies

- Offline vs. Online lists & case studies

- Conclusion

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- Established in 2006

- 11 call centers in 6 countries with multi-languages sites

- Approximately +1000 employees

- Strong involvement in branch associations and federations for commercial

and service enterprises in all countries that UniCall are present

- Full service call center - provider with all the services within the outbound &

inbound telemarketing as well as back-office

Briefly about Unicall

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- Telemarketing lists = lists of telephone numbers of different types to which

telemarketers call to market product, service to the prospect at the other end

- Telemarketing lists = food for telemarketing, as food they need to be nutritional

to produce good results. Junk brings low results and trouble.

What are telemarketing lists?

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- By prospect type: B2B or B2C

- By ownership: Public or Private

- By origin: Existing / Generated

- By source: Offline / Online

The addresses (= telephone numbers) in lists can also

be divided by „temperature“ – from cold to hot. Generally

the address get hotter with more info about the prospect attached to it and with better

targeting of the telemarketed product.

How do we divide the lists?

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Telemarketing lists division

Generated lists Existing lists

B2B and B2C telemarketing lists

PrivatePublic

Offline

Online

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- B2B lists: Telemarketing list to

address businesses of SOHO-SME

size for mass telemarketing

- Price: Depending on the amount of

detail, ca. up to CZK 3/subject, if not

too specific

- Specifications: May have all sorts of

details, ranging from field of business

(NACE code) to e.g. revenue, number

of employees, etc.

B2B lists vs. B2C lists

- B2C lists: Telemarketing lists to

address end users/consumers of

product or service

- Price: Costs may vary from about CZK

1 to ca. CZK 100 (΄s) per telephone

number

- Specifications: Range from “cold“ to

“hot“ lists depending on the amount of

information with it, “freshness“ or level

of desire of the prospect (lead)

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- The task: A top online player wants to acquire more registered advertisers for a

yearly fee by telemarketing as volumes from other campaigns are decreasing.

- The approach: UniCall use lists provided by Client (registered advertisers free of

charge) and public B2B lists washed against the non-preferred characteristics.

Performs telemarketing and soft collections.

- Benefits & Challenges: The volume of new paying advertisers acquired by

telemarketing increases significantly. Need to work with the lists in detail (CRM),

need to up-grade the product.

- Temperature 60°- prospects aware of service, service has a decent benefit

B2B list use case study

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- The task: A top utility provider wants to sell their services through direct sales

force to households on solicited appointments booked by telemarketing.

- The approach: UniCall use public lists filtered by region for utility coverage. Book

appointments using an in-house built and client-tailored application.

- Benefits & Challenges: The advantage is growing new sales channel avoiding

conflict with law or local notice. Challenges may be the seasonality for booking

appointments (summertime), conflict with other campaigns and channels. Sales

verification in place for quality assurance.

- Temperature 40°C – only geographic segmentation

B2C list use case study

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- Existing lists: General term for

lists of different qualities and

prices. Important to follow

legislation for public lists.

- Price: Costs may vary from

zero to price X

- Specifications: Quality range

from great to poor

Existing lists vs. Generated lists

- Generated lists: Lists

generated in offline / online

campaigns by Client / Call

center task. Feature age,

interests, shopping habits,

utility spending or other

- Price: Costs higher

- Specifications: Likely higher

rate

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- The task: A top financial institution wants to acquire new customers by

telemarketing using a third party list

- The approach: UniCall finds a decent third-party list that has a relation to the

Client’s product (insurance -> travel) and segment the list by the Client’s

specifications to achieve a good hit rate.

- Benefits & Challenges: The advantage for the third party may be an increased

loyalty of the customer base, the advantage for the Client is a higher hit rate.

- Temperature 75°C – must be fresh and well targeted

Existing list use case study

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- The task: A top telecom provider want to increase the volume of customers

acquired from competitor

- The approach: UniCall in cooperation with an online specialist run a campaign –

user that leave personal and other details take part in a prize draw. UniCall

telemarket the telecom service on the leads from campaign.

- Benefits & Challenges: Very high conversion rate due to fast processing and

knowledge of details. Challenge may be the telecom process – credit check,

contract signature.

- Temperature 65° – great gross hit rate, lower net rate

Generated list use case study

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- Public lists: Lists of collected from

“yellow pages“ or other offline / online

directories

- Price: Provided by list brokers that

also washes and updates the list.

Costs are lower.

- Specifications: Mostly carry little

detail and little level of segmentation

(sex, region)

Public lists vs. Private lists

- Private lists: Lists are provided by

Client for up-sell / cross-sell /

telemarket third-party product / service

(affinity marketing)

- Price: Costs very from zero to price X

when using a third party´s list

- Specifications: Higher level of detail

and segmentation, well targeted

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- The task: A top deal-of-the-day website wants to register a huge amount of new

advertisers within a short period of time.

- The approach: UniCall use public lists filtered by region and by field of business.

Then perform telemarketing and register new advertisers.

- Benefits & Challenges: Massive campaign in a short period of time. Challenge

may be finding the right profile from the public list.

- Temperature 70°– hot topic, agents love it (consumer benefit)

Public list use case study

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- The task: A top financial institution wants to up-sell and cross-sell on their list of

existing customers.

- The approach: UniCall use private lists to cross-sell based on the client's training

and long term UniCall experience and best practice (bank, telco, utility, online

references)

- Benefits & Challenges: The advantage is using UniCall experience from other

projects and campaigns. A challenge may be to achieve expected hit rate in case

where the list been recently used and is not fresh.

- Temperature 80°C – when well targeted and fresh

Private list use case study

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- Offline lists: Lists existing or generated

“offline“ Examples: yellow pages, leads

from telemarketing, etc.

- Price: Costs may vary.

- Specifications: Quality may also vary

depending on the origin, age, targeting.

Offline lists vs. Online lists

- Online lists: Lists existing or generated

online. Examples: yellow pages online,

leads from online campaigns.

- Price: Costs may vary.

- Specifications: Quality may also vary

depending on the origin, age, targeting.

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- The task: A top telecom provider and mobile telephone manufacturer want to

increase sales of contracts and handsets through telemarketing

- The approach: Agency and call center run a “street“ campaign. Leads are

collected in public places and stores. Prospects answer questions in

manufactures questionnaire and take part in prize draw. Telemarketing follows.

- Benefits & Challenges: Very high conversion rate due to details. Challenge may

be telecom process – credit check, contract signature.

- Temperature 70° – good quality leads with great benefits to telecom &

manufacturer

Offline list use case study

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- The task: A top utility provider want to increase the volume of customers from

internet.

- The approach: UniCall with cooperation with online specialist run a campaign in

comparison site.

- Benefits & Challenges: Very high conversion due to comparing (prospect’s own

will) and fast and effective UniCall process

- Temperature 90°C – up to 50% hit rate

Online list use case study

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The origin, source, type or other specifics of telemarketing lists does not necessarily relate to success in

telemarketing. The determining properties are level of the detail with the address, targeting of the

telemarketed product or service, age and wearing out of the list and also the process and its speed and

efficiency.

Conclusion

Old addresses

Worn-out addresses

Leads

Private

Targeting

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Thank You For Your Attention!

Patrik Pavel, Sales Directortel: +420 731 700 900mail:   patrik.pavel@unicall.czSkype: pp.patrikUnicall Communication Group s.r.o.České Budějovice & Praha