Telemarketing in 2024. Does it still bring value in a world of digital marketing?

Why one of the oldest forms of direct marketing is still important for B2B lead generation

It’s time to consider (or maybe reconsider) the power of telemarketing, its continued importance in B2B lead generation and how a telephone element can easily fit into your existing marketing strategy. In this post we’re going to look at why the practice still works incredibly well, even in an age of personalised ads, AI and social-selling.


What is telemarketing and how does it work in 2024?

Today’s omni-channel marketing choices largely lean towards digital channels, such as SEO, pay-per-click ads, social media and email. But ask any experienced marketer and they’ll tell you nothing replaces the personal touch.

For sure, the latest digital marketing strategies can sustainably feed your funnel with qualified leads. What digital cannot do (yet) is truly understand the pain points of a human being, or present a genuinely bespoke solution built around a company’s specific sales challenges.

Let’s remember, the goal of any marketing strategy or campaign is to consistently deliver highly qualified leads who have a genuine interest in the product or service you’re selling.

So, in a world where more and more business is focused on ‘in store and online’ is there still a place for telemarketing in 2022? We are all familiar with the term telemarketing – The practice of marketing goods or services by calling up potential clients and speaking to a decision maker. Essentially, it’s an ‘outbound procedure’ where business is generated through cold calling potential customers.

telemarketing b2b

Editors Note: This post was originally written in early 2022 and was updated in December 2023.


Is telemarketing still relevant? In short the answer is yes and here are 5 reasons why

  1. Cold calling remains a particularly effective sales technique, especially in business-to-business marketing. Recent research has indicated 69% of buyers will accept cold calls from new providers and over 50% prefer to be contacted by phone.
  2. It can create an immediate relationship with the customer. A real person can be attached to the product or service being sold. Something mass email strategies cannot do. Specifically, cold calling has proven to be 5-10 times more effective than email marketing campaigns.
  3. It’s more interactive than Pay Per Click (PPC) advertisements. A well-trained member of your sales team will understand the needs of the customer and provide detailed, tailored knowledge of the product or service in a matter of seconds.
  4. The success is immediately quantifiable. Unlike campaigns that run through social media your telesales staff will be able to report back sales figures the same day. This gives you the opportunity to assess, which scripts converted them, which pricing plans are popular, which products or services appeal to specific business. You can immediately refine your approach and target resources at key customers.
  5. It is cost effective. A good telemarketing campaign only needs a VoIP system, a stable internet connection and human resource. Staffing may not be as costly as you may think. Its quality over quantity. The best approach is a small number of well-trained staff, not banks of inexperienced salespeople. Alternatively, telemarketing services can be contracted in at a price that suits your budget and area of business.

The 4 golden rules of successful telemarketing in 2024

Telemarketing is a skill and success is based on having well trained and knowledgeable staff. These could be inhouse or a contracted service. At Cash Cow, we have our own inhouse call centre, staffed by a savvy bunch of the smartest marketers, fully-briefed on the clients they represent. But not every telemarketing agency will be the same. If you plan to outsource your outbound salesteam, here are 4 golden rules to follow”

  • Know your business and how you can support the prospective client.
  • It’s important to be interactive with prospective clients that you call. Don’t be to rigid with any preformulated script. Understand your client’s requirement and give them the information they want.
  • Do your research on clients. Narrow down the list to the most promising prospects.
  • Always take immediate action after your call. If you have promised to provide further information, send it immediately.

Is telemarketing right for your business?

All the evidence indicates telemarketing remains one of the most effective ways to generate new leads and convert qualified prospects into customers. In an omnichannel world where all the noise is about online, you might be surprised to learn that a recent Hubspot survey found more than 80% of decision makers are prepared to engage with cold calls – if it’s a service or product that can assist their business.

As such, and speaking with the experience of an agency working in both the online and offline spaces, we agree. In 2022 and beyond we see telemarketing as one of, if not the, most effective methods of engaging with your potential buyers and generating new, qualified leads.

If you’d like to know more about telemarketing and how it could be helping you sell more of the products or services you provide, fill out the form below and book a free initial consultations with one of our marketing experts.

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