The Death of a sales call
Cold calling has been taking a serious beating. As the phone-owners’ experience improves with features such as “Spam Risk” and the “Telemarketer” label, some calls are being grounded before they can even take off. Apple took it to the next level by rolling out its new Call Screening feature. Built off of Live Voicemails, new callers will now be asked their name and reason for calling, before being presented to the phone-owner, who can then choose to answer or not.
With this new development, calls will be much harder to obtain, and first impressions will now be handled halfway by a screening process. While this could result in more relevant calls going through, the looming threat of more falling short remains.
Despite these changes, which in all fairness, help the user experience, the need for new leads in the B2B space remains, and with the shaky future of call screening fast approaching, companies need to be smarter about how they use their time and money to get in front of new clients. Now more than ever, the need for strong, full-funnel B2B advertising is evident. What would it look like to supplement archaic biz-dev initiatives with finely tuned ad campaigns that hit only relevant audiences? How much more likely would a potential client answer the phone if their devices had already been served ads? What if we could break through all the pesky gatekeepers and land ads right on the browser of decision makers for less than a cent per impression?
It’s all here, and it gets better every day. B2B advertising will continue to prove itself to be a fruitful endeavor, and more and more, it will become the leading force in companies’ sales efforts.
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