TELEMARKETING: Hang on, don't hang up
Telemarketing remains a key part of the marketing mix for most B2B brands, although less than half have a specific budget for telemarketing activity and only 56 per cent can accurately measure all ROI.
This is according to a new survey of B2B telemarketing activity, conducted by B2B Marketing Online and The Telemarketing Company, designed to uncover trends and preferences amongst brands using the phone as a marketing channel.
The survey reinforced the continued importance of telemarketing in the B2B marketing mix, despite the increasing focus on digital channels, with sixty per cent of respondents describing telemarketing as either a 'critical' or 'very important' route to market. A further 24 per cent describe telemarketing as 'important' whilst only two per cent don't use telemarketing at all.