70% of B2B Organisations Feel Telemarketing is Either 'Critical' or 'Very Important' to Their Organisation's Success This Year

By Ttmc, PRNE
Thursday, February 24, 2011

BRIGHTON, England, February 25, 2011 - During the last few years much of the UK marketing press has predicted a
bleak future for telemarketing (www.ttmc.co.uk/) , suggesting that
digital channels provide much cheaper and simpler solutions. However a survey
conducted by B2B Marketing and sponsored by The Telemarketing Company has
found that 70% of organisations feel telemarketing is going to be either
'critical' or 'very important' to their marketing success in 2011.

Indeed, three quarters of B2B organisations say the recession had no
direct impact on their approach to telemarketing (
) with 40% stating that they plan to increase their investment in the channel
over the next 12 months.

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Over the last 18 months there has been much debate over what
telemarketing is capable of delivering. However, the survey recipients made
it very clear that they see telemarketing as a key part of their demand
generation model. A strong 76% said their primary objective for telemarketing
was to generate new leads, followed closely by booking sales appointments and
lead qualification.

Niall Habba, Managing Director of The Telemarketing Company said: "The
results of the survey didn't surprise us. High quality B2B telemarketing
activity develops long term relationships with key decision makers generating
a solid pipeline of sales opportunities. This kind of objective can often
only be achieved with an ongoing sales dialogue, intelligently integrated
with other channels, something that telemarketing provides and that other
marketing techniques struggle to deliver."

The survey made it clear that telemarketing has a growing future as part
of the marketing mix. Niall Habba, "Naturally I am delighted to see that so
many organisations plan to increase their spending on telemarketing. As the
economic recovery gains strength it makes sense for businesses to increase
their investment in marketing activity that delivers both measurable return
on investment and unrivalled market insight."

As businesses navigate their way through the crucial next few months and
years ahead, it seems the majority of B2B organisations are confident
telemarketing will be a crucial part of ongoing business development,
supporting recovery and growth.

For further information please contact: James Mortimer (james.mortimer at leapfrogg.co.uk,
+44-(0)1273-322-837); Johanna Hakala (johanna.hakala at leapfrogg.co.uk,
+44-(0)1273-322-845) or Lucy Freeborn (lucy.freeborn at leapfrogg.co.uk, +44-(0)1273-322-849).

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