TELEMARKETING: Telemarketing still important in the digital age

Telemarketing remains a key weapon for B2B brands, particularly as a means of nurturing prospects, although measurement and ROI remain far from universal. Joel Harrison reports

Despite the advances in social and digital media, telemarketing remains a critical part of the B2B marketing mix, according to a new survey from B2B Marketing, with 60 per cent describing it as either ‘critical’ or ‘very important’. The survey was conducted in association with The Telemarketing Company, by email in December 2011.