Thanks to the digital age and all the technological advancements that came with it, B2B buyers are able to carry out a significant amount of research into potential solutions before making direct contact with any supplier. As a result, marketing teams now have a much larger role in generating and nurturing leads through the buying process which is why they can rely so heavily on MA systems. But are these tools enough? Are we forgetting an integral part of the business development? 

This whitepaper from Beanstalk argues that, although MA platforms should sit at the heart of marketing activity, integrating telemarketing into your strategy is a cost effective way to improve ROI.