Now of course some people might protest the above title and say that accounting software can also be the subject of commercials. However, that’s only assuming that said software would benefit from being marketed to hundreds or thousands of people who see a need for a personal accounting system.
What about those who supply software that was meant to handle something bigger (like the finances of a large corporation)? Will commercials be just as effective then? It’s doubtful.
See this is what happens when people confuse the B2B and B2C markets. In B2C, getting leads is just a matter of advertising something in front of a lot of people and hopefully they’ll just pick up a copy and buy. On the other hand, B2B products are so much bigger and more complex that you need to set up a meeting appointment just to discuss them properly.
With that in mind, it’s surprising then when you learn of many B2B groups utilizing telemarketing services to do their software appointment setting. See unlike regular, consumer-oriented accounting software, B2B accounting systems boast a lot of features more suitable to managing corporate transactions instead of personal ones.
This puts suppliers at risk of giving too much information when their prospects are too busy and can spare only so much time. With the right information however, professional telemarketers will know exactly what to say to make a product relevant to their needs. This generates more interest and in turn, makes them more likely to want an appointment to learn more.
Don’t waste your time using strategies that are inappropriate for a B2B product. Give something like telemarketing a try because such products rely more on meetings and less commercials for sales.