If you read the IDM's latest Barometer Report you've be forgiven for thinking that telemarketing had been dropped completely as a B2B marketing tactic.Posted by: David Regler @
Going through the 30-page report there's not one mention of telemarketing, a proven corner-stone tactic for every b2b marketing organisation.
Why the omission? Has it really been dropped completely or is this just another example of telemarketing being B2B's Dirty Little Secret.
Considering the report cites "lead generation" as the top issue (25% of respondents) for B2B client-side marketers it seems unbelievable that telemarketing isn't mentioned.
No doubt it's just been lumped in with other direct marketing tactics.
Of the agencies involved in the report a whopping 59% were either described as "integrated marketing" or "direct marketing". Hmmm, you're not telling me that they've completely chopped telemarketing out of their service mix are you?
To me, this is another example of how telemarketing just doesn't cut it with the B2B media.
Sure, it's not sexy and it doesn't win awards. But, as proven tactic to reach targeted prospects it still remains a key part of any B2B marketer's plan.