Description
The vast majority of businesses surveyed – 92% – saying that it is e ective, it is clear that telemarketing should be an essential element in B2C and B2B marketing campaigns.
Good call:
why telemarketing is a potent ingredient
in the marketing mix
New research by the DMA Contact Centres and Telemarketing Council has found that
marketers continue to underestimate the efectiveness of telemarketing. With the vast
majority of businesses surveyed – 92% – saying that it is efective, it is clear that
telemarketing should be an essential element in B2C and B2B marketing campaigns.
Integration is the key, with 81% saying that they improved campaign performance when
they combined telemarketing with another channel. Email is the most successful channel
for integration for both B2C and B2B marketers but there were some interesting
diferences elsewhere and opportunities to think diferently in the way businesses
approach telemarketing in the future.
The marketer’s dream team:
telemarketing + email
On the money: tangible returns
for B2C & B2B marketers
Email is the most efective partner
channel for B2C and B2B marketers
Top 5 channels for integration
with telemarketing
It’s ofcial – telemarketing delivers a strong ROI
Top 5 reasons marketers
use telemarketing
B2B
f
o
r
e
v
ery £1 s
p
e
n
t
£
5
ROI
£
£
£
1
1
ROI
Think diferent: use content
marketing to add value
Content marketing can help businesses build a relationship
with the person on the other end and position you as an expert
– an important part of consultative selling and lead nurturing.
The human touch: people
want to connect with you
Methodology
A consumer survey was conducted amongst 1,000 UK consumers using Toluna QuickSurveys panel on 8 July 2014. 39% of the respondents were male
whilst 61% were female. 42% were 18-34 years-olds, 36% were 35-54 year-olds and 22% were over 54 years old.
A marketer survey was conducted amongst 210 marketers from the DMA database between June and July 2014.
About Toluna QuickSurveys
A global panel community of over 4.8 million individuals across 39 countries, the Toluna Community powers ‘AskToluna’. Unlike other
panel organisations, Toluna has developed a unique community model that uses Web 2.0 technologies to increase panellist engagement,
responsiveness, profling depth and reliability.
Toluna’s panel communities enable individuals to express, collect and share polls and opinions and interact with fellow members.
http://www.quicksurveys.com/?camp=dma
About SCi Sales Group
SCi Sales Group is Europe’s leading B2B sales accelerator. Established in 2002, it has grown to become a leading authority in the provision of
sales acceleration services. It helps companies, from David to Goliath, achieve their targets – both in the UK and overseas. Using a combination
of telemarketing supported by online/ofine touches, its inside sales professionals can push ROI to 3,000%.
http://www.scisalesgroup.com/
About the DMA
The DMA provides guidance and support to help its members put their customers at the heart of their one-to-one communications to give
them the rich benefts of a much more relevant, welcomed and efective relationship with each individual customer.
The DMA aspires to facilitate its members’ marketing evolution with the opportunities, advice, support, networks and tools to be able to reach
the sensitivity and sophistication of marketing to build their future prosperity – along with the success of the industry as a whole.
Published by The Direct Marketing Association (UK) Ltd Copyright © Direct Marketing Association. All rights reserved.
www.dma.org.uk
In an increasingly digital world it's clear the human touch still has a role to play. Whether B2C or B2B, H2H
(human to human) can improve results as part of an integrated programme and has the ability to make
customers feel valued.
The marriage of telemarketing and email remains the most efective combination. Yes, telemarketing
requires greater investment than some channels but with ROI fgures of between 500% to 1,100% it ofers
a return for every £1 spent – and that return will increase if it's combined with other marketing channels.
But businesses need to be more creative in how they use telemarketing - it can be used for more than just
selling. Think beyond immediate sales or lead generation and consider incorporating other elements into
your call, such as obtaining opt-in for further marketing contact.
Our digital lives mean alternative products and services are just a click away, but the human interaction of
telemarketing can improve customer loyalty and trust when it’s done right.
Conclusion
f
o
r
e
v
ery £1 s
p
e
n
t
B2C
£
£
5
ROI
2 in 3
B2B marketers use content
marketing (eg infographics,
white papers and webinars)
1 in 5
of B2C marketers
Compared to just
More than half of consumers prefer to speak to a real
person when making a purchasing decision.
53%
of consumers say it increases
their trust in a brand when
they speak to someone on
the phone.
B2C
B2B
B2C
B2B
61%
84%
79%
68%
62%
33%
58%
49%
44%
39%
Upselling (sales value gain)
Generate leads
Customer service
Nurture leads
Explain complex sales
Generate leads
Make appointments
Nurture leads
Clean data
Customer service
Advertising
mail
Mobile text
message
Inserts Email Company
website
5
4
3
2
1
Social media Advertising
mail
Exhibitions/
events
Email Company
website
5
4
3
2
1
Sponsored by
doc_750172238.pdf
The vast majority of businesses surveyed – 92% – saying that it is e ective, it is clear that telemarketing should be an essential element in B2C and B2B marketing campaigns.
Good call:
why telemarketing is a potent ingredient
in the marketing mix
New research by the DMA Contact Centres and Telemarketing Council has found that
marketers continue to underestimate the efectiveness of telemarketing. With the vast
majority of businesses surveyed – 92% – saying that it is efective, it is clear that
telemarketing should be an essential element in B2C and B2B marketing campaigns.
Integration is the key, with 81% saying that they improved campaign performance when
they combined telemarketing with another channel. Email is the most successful channel
for integration for both B2C and B2B marketers but there were some interesting
diferences elsewhere and opportunities to think diferently in the way businesses
approach telemarketing in the future.
The marketer’s dream team:
telemarketing + email
On the money: tangible returns
for B2C & B2B marketers
Email is the most efective partner
channel for B2C and B2B marketers
Top 5 channels for integration
with telemarketing
It’s ofcial – telemarketing delivers a strong ROI
Top 5 reasons marketers
use telemarketing
B2B
f
o
r
e
v
ery £1 s
p
e
n
t
£
5
ROI
£
£
£
1
1
ROI
Think diferent: use content
marketing to add value
Content marketing can help businesses build a relationship
with the person on the other end and position you as an expert
– an important part of consultative selling and lead nurturing.
The human touch: people
want to connect with you
Methodology
A consumer survey was conducted amongst 1,000 UK consumers using Toluna QuickSurveys panel on 8 July 2014. 39% of the respondents were male
whilst 61% were female. 42% were 18-34 years-olds, 36% were 35-54 year-olds and 22% were over 54 years old.
A marketer survey was conducted amongst 210 marketers from the DMA database between June and July 2014.
About Toluna QuickSurveys
A global panel community of over 4.8 million individuals across 39 countries, the Toluna Community powers ‘AskToluna’. Unlike other
panel organisations, Toluna has developed a unique community model that uses Web 2.0 technologies to increase panellist engagement,
responsiveness, profling depth and reliability.
Toluna’s panel communities enable individuals to express, collect and share polls and opinions and interact with fellow members.
http://www.quicksurveys.com/?camp=dma
About SCi Sales Group
SCi Sales Group is Europe’s leading B2B sales accelerator. Established in 2002, it has grown to become a leading authority in the provision of
sales acceleration services. It helps companies, from David to Goliath, achieve their targets – both in the UK and overseas. Using a combination
of telemarketing supported by online/ofine touches, its inside sales professionals can push ROI to 3,000%.
http://www.scisalesgroup.com/
About the DMA
The DMA provides guidance and support to help its members put their customers at the heart of their one-to-one communications to give
them the rich benefts of a much more relevant, welcomed and efective relationship with each individual customer.
The DMA aspires to facilitate its members’ marketing evolution with the opportunities, advice, support, networks and tools to be able to reach
the sensitivity and sophistication of marketing to build their future prosperity – along with the success of the industry as a whole.
Published by The Direct Marketing Association (UK) Ltd Copyright © Direct Marketing Association. All rights reserved.
www.dma.org.uk
In an increasingly digital world it's clear the human touch still has a role to play. Whether B2C or B2B, H2H
(human to human) can improve results as part of an integrated programme and has the ability to make
customers feel valued.
The marriage of telemarketing and email remains the most efective combination. Yes, telemarketing
requires greater investment than some channels but with ROI fgures of between 500% to 1,100% it ofers
a return for every £1 spent – and that return will increase if it's combined with other marketing channels.
But businesses need to be more creative in how they use telemarketing - it can be used for more than just
selling. Think beyond immediate sales or lead generation and consider incorporating other elements into
your call, such as obtaining opt-in for further marketing contact.
Our digital lives mean alternative products and services are just a click away, but the human interaction of
telemarketing can improve customer loyalty and trust when it’s done right.
Conclusion
f
o
r
e
v
ery £1 s
p
e
n
t
B2C
£
£
5
ROI
2 in 3
B2B marketers use content
marketing (eg infographics,
white papers and webinars)
1 in 5
of B2C marketers
Compared to just
More than half of consumers prefer to speak to a real
person when making a purchasing decision.
53%
of consumers say it increases
their trust in a brand when
they speak to someone on
the phone.
B2C
B2B
B2C
B2B
61%
84%
79%
68%
62%
33%
58%
49%
44%
39%
Upselling (sales value gain)
Generate leads
Customer service
Nurture leads
Explain complex sales
Generate leads
Make appointments
Nurture leads
Clean data
Customer service
Advertising
Mobile text
message
Inserts Email Company
website
5
4
3
2
1
Social media Advertising
Exhibitions/
events
Email Company
website
5
4
3
2
1
Sponsored by
doc_750172238.pdf