Should Cold Prospecting With Leverage Outperform Pay Per Click?

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An associate of mine who does marketing in the business lending and merchant cash advance industry has a number of tools/components (uccradar.com) that adds artificial intelligence to an auto dialer so that before a call is connected, it can detect if a merchant is present at the business, whether he has time to talk, and if he has a large expense coming up.

Would it make more sense to pay for a paid advertising campaign and have sales closers work the leads that come from there, or have a staff of phone agents to do prospecting for the closers and put them on this enhanced dialer (but targeted to a specific B2B industry) where they're spending the whole day pitching decision makers.

I guess the question what is your opinion on cold calling in 2019, cold pitching lots of business owners, vs. paid attraction marketing?
#offline marketing #click #cold #leverage #outperform #pay #prospecting
  • You do both. You have the closers work incoming leads. And if that doesn't keep them busy, you have the cold callers set leads for them in addition.

    It won't take long before it's clear if you should still do both, or concentrate on one.

    Both will get results, but one will cost much more...per sale...than the other. When you find out which, you concentrate on the other one.

    There is no way to know until you test.
    • [ 4 ] Thanks
  • I agree with Claude.

    I'll add the decision will also depend on the resources available.

    By resources, I mean the level of expertise in one area over the other.

    If he has no experience and is totally new to one area,
    then best not be distracted by the "green fields"
    when he could be maximizing the area where he already has momentum.

    Best,
    Ewen
    • [ 4 ] Thanks
  • You can blow thousands of dollars on ineffective FB ads just as fast as you can blow salary on ineffective phone prospectors.

    One is not better than the other.

    Every business requires two things: Traffic and Conversion.

    As an owner your job is to figure out by what means you can drive pre-qualified traffic to your conversion tool. There is no One Right Way.
    • [ 5 ] Thanks
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    Should Cold Prospecting With Leverage Outperform Pay Per Click?

    An associate of mine who does marketing in the business lending and merchant cash advance industry has a number of tools/components (uccradar.com) that adds artificial intelligence to an auto dialer so that before a call is connected, it can detect if a merchant is present at the business, whether he has time to talk, and if he has a large expense coming up. Would it make more sense to pay for a paid advertising campaign and have sales closers work the leads that come from there, or have a staff of phone agents to do prospecting for the closers and put them on this enhanced dialer (but targeted to a specific B2B industry) where they're spending the whole day pitching decision makers.