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Telemarketing is top channel for ROI

The power of telemarketing to influence brand perceptions and deliver high-level engagements with hard-to-reach prospects has been underlined by the results of our new survey. Joel Harrison investigates

Telemarketing is streets ahead of other key marketing channels in terms of ROI and it remains a potent influencer of brand perception. This is according to new research by B2B Marketing, in association with The Telemarketing Company, canvassing the opinion of 132 practitioners, conducted in July. The results showed telemarketing is continuing to confound its detractors, who dismiss this channel as old-fashioned or inflexible.