For the fourth consecutive year, TeleNet Marketing Solutions has surveyed marketing professionals to more thoroughly understand how companies – primarily in the high-tech industry – are utilizing teleservices within their business-to-business lead generation strategy.
Rather than analyzing the survey responses as a single group, TeleNet divided the responses into two major categories: “best-in-class” and “others”. For the purpose of our analysis, TeleNet defined ”best in class” (BIC) as marketers who can accurately and consistently tie closed revenue to their telemarketing initiatives and who indicate satisfaction with their overall telemarketing program results and approach.
The marketers who participated in the survey range from lead generation managers to chief marketing officers within some of the largest and most recognized brands in the technology industry. Most marketers surveyed are dealing with a complex sales cycle lasting at least six to twelve months, and sell via direct and channel methods. More than half of the participants use telemarketing to target and market to c-suite decision makers, such as CIOs and COOs.
Our analysis has compared “best in class” (BIC) marketers with others surveyed in usage of teleservices, measurement methods, multimedia integration, and areas of improvement and growth.
Furthermore, we have compared the results of our 2011 survey to our past surveys to spot possible trends or changes over time. We hope this method will discover best practices, which will benefit all marketers.