935 marketing experts were interviewed by MarketingSherpa. 35% of them said that B2B telemarketing is “very effective.” On the other hand, only 16% said that social media was effective. So what does this mean? It means that B2B cold calling is obviously not dead for many companies. But why?
Join us for 29 minutes as Ardath Albee (CEO, Marketing Interactions), Jim Domanski (President, Teleconcepts Consulting) and Heather Burhan (Senior Account Executive, OnPath Business Solutions) share their strategies and tactics on how companies are using the telephone for successful lead generation.
Date: Tuesday March 1, 2011
Time: 1:00pm EST / 10:00am PST
Duration: 29 Minutes
By David Kirkpatrick, Reporter at MarketingSherpa.
We spoke with three industry thought leaders and database marketing vendors about how to manage that valuable yet unwieldy asset -- data -- and what topics they thought B2B marketers should be paying attention to in 2011.
Bernice Grossman, President DMRS Group Inc. Scott Holden, Senior Director, Product Marketing, Salesforce.com. Ian Rowley, Business Development Manager, Parker Software Ltd.
How important is data to B2B marketers? Grossman said, "Number one, what's happening is that B2B marketers are finally coming to grips with the fact that the most important piece of what they own is their data. It could easily be an asset line on their balance sheet."
Our experts identified five topics B2B marketers should keep in mind in 2011:
Topic #1. Data hygiene is critical
Topic #2. Act like a consumer marketer and conduct behavioral analysis
Topic #3. The repository (aka, the database) should connect Marketing with Sales
Topic #4. Social networking is a growing trend
Topic #5. Mobile computing is also a growing trend
Topic #6. Let crowdsourcing help you create marketing strategies and maintain your database
Read the full MarketingSherpa Article here.
Does it still work for B2B lead generation? Watch the video to see what we found in MarketingSherpa's 2011 B2B Benchmark Report. This report was created from the collective wisdom of 935 B2B Marketers. Special thanks to Darryl Praill – marketing guru at DarrylPraill.com for also sharing his thoughts on the topic.
Key Take Aways:
- 32% are increasing their spend in telemarketing
- 54% are keeping the same investment in telemarketing
This means 86% of marketers are maintaining or growing their telemarketing investment.
Smaller investments are being made in Direct Mail, Tradeshows, and Print Advertising;
35% of the executives said that telemarketing is “very effective.” Public Relations was (31%), Tradeshows (25%), Paid Search (23%), Direct Mail (22%), Social Media (16%) and Print Advertising (10%). Did you catch that – social media is only 16%.
So what does all this mean? It means that Telemarketing is not dead because it works. Do you know why? Because it’s measurable. Senior executives have to justify to their superiors marketing spend and telemarketing continues to produce a positive ROI. Otherwise, it wouldn’t still be around.
If you have a call center team or outsourced B2B lead generation vendor but they are not producing the results you need – call us. We specialize in B2B telemarketing for complex sales and work with clients like Hewlett-Packard, American Express and Cognos IBM.
Stay tuned for our February 24, 2011 webinar about this topic.