The Cantab vision
Cantab regularly conducts studies into the effectiveness of various communication tools in the complex world of B2B. The knowledge we obtain from these studies often enables us to surprise our clients with unorthodox solutions, so it is our goal to be product leaders in B2B marketing.
In order to realise this ambition, our consultants need comprehensive experience of what does, and does not, work in B2B. They are supported by studies in which we assess, for example, how managers feel about telephone calls, or why they participate in seminars. Experience, sector knowledge and research into B2B communications enable our advisers to actively contribute to the thought processes of our clients.
Our clients look for organisations that want to make investments on the basis of sound ROI evaluations and use the Solution Selling method in their commercial processes. To use solution selling, a large amount of information is needed regarding business activities, objectives and improvements, and the relevance thereof, and we ensure our clients are given this information so they can sell real solutions. Telephone lead generation means entering into a dialogue by means of open-ended questions – listening, comprehending and continuing to ask questions are focal points in these telephone calls. This way, we make sure we provide the correct information.
We regularly ask managers what they think of (our) telephone calls, and over 95% tell us they prefer an open, non-scripted approach. Our marketing specialists are employed full-time and have been extremely well trained. A continuous stream of clients from the IT sector, for example, means we have comprehensive IT and communication knowledge. Internally, we call our specialists ‘Brains on the phone’; externally, we refer to it as ‘Consultative Calling’. We can have a conversation with virtually every manager and it is only very rarely that our marketing specialists get a refusal on the phone. We even manage to conduct constructive and substantive telephone calls in markets where it is difficult to communicate, such as the UK and the US.
The Internet has changed B2B communication a great deal since 1991 – webinars, white papers and online market research, with or without email marketing, have all made the world of the B2B marketing specialist considerably more interesting.
By combining these tools with our telephone skills, Cantab has been able to develop unique opportunities – we can offer our clients a combination of white paper marketing, email marketing and telephone lead generation – and because of the increased response in search engine marketing, emails, pay-per-click, etc., our call techniques are also very suitable for pre-qualification and nurturing.
At Cantab, we aim to utilise our knowledge, techniques and flexibility to make your marketing strategy a success.