HOW TO: Use the telephone as a demand generation tool

Telemarketing remains an important part of the B2B marketing mix today, as it is the only medium that enables true two-way dialogue with target audiences.

It is the fastest, most flexible and most information-rich approach to generating demand, gathering information, and building relationships with prospects, customers, and partners. Additionally, it can be integrated effectively into a multimedia communications strategy or multi touch campaign.

The success of telemarketing is in understanding the campaign objectives, and then designing an approach and process that will deliver against that.
Here are some key guidelines which will help you with planning and executing your telemarketing demand generation activity.