Test campaigns are an essential part for drafting, building, and optimizing successful call campaign efforts. They allow you to evaluate the quality of your messaging, contact list, and strategy prior to investing in a long-term outbound sales solution. You’ll be able to establish a baseline for measuring your call campaign’s performance, catch and prevent potential issues from the get-go, and understand how your outbound sales call strategy will perform at scale.
In this 4-part series, we’ll walk you through the setup process of a test call campaign to highlight where and how they add value to help you get the most out of the experience.
So, why should you run a test campaign prior to launching your call campaign?
Understand how your strategy performs
Before you shell out tens of thousands of dollars for a call campaign, you need to understand the impact of your strategy. A test campaign allows you to understand if using a call channel is the right tactic for your sales prospecting efforts in the first place. The effectiveness of a call campaign depends on how targeted and accurate your contact list is, your sales reps’ ability to pass gatekeepers and connect with decision makers, and how well-structured and targeted your script is to maximize opportunities for meaningful conversations. Measuring each one of these factors with a test campaign will give you a baseline of where your strategy falls in terms of success potential with the runway to address changes prior to investing in a long-term approach.
Address issues beforehand
Test and work out any potential kinks, your contact data quality (based on call outcomes), the days and time to call your leads, awkward phrasing, or confusing questions before launching a campaign at scale. Evaluate your leads reactions and interest levels at different points in the script. The feedback from the test campaign will prepare you for common objections or questions from leads, leading you to be better equipped to address these head on, without hesitation in subsequent campaigns.This confidence at scale will heighten consumer trust and reduce potential blockers for them to see your offer as the right one for their business.
Using a test campaign allows you to establish a cost per engagement metric. This metric reflects the financial cost of accomplishing your call campaign’s objective. For example, if your objective is to collect your leads’ email addresses, the cost per engagement would be the cost for each individual email captured. The lower your cost per engagement is, the better. Once you have this number, you can reverse engineer an expanded version of your campaign at a larger scale. When done correctly, this allows you to understand the cost implications of deploying significant capital against the call channel.
Even the smallest changes in wording can affect the way a contact perceives your call and its messaging. Did you notice certain phrases were off-putting to leads during the test campaign? Change them to be more appealing to the contact to illicit a more positive reaction the next time around. By testing a new campaign against a control, you can analyze what effects those adjustments had. In the event that a change had an undesirable effect, you can revert back to the original wording.
Test campaigns give you valuable feedback before anything is set in stone. Go into your call campaign with confidence by working out the kinks with a test campaign. Not only will you be sure you’re getting your money’s worth, you’ll also be able to ensure the campaign you deploy will get you results.
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