Business-to-business marketers are benefitting from telemarketing campaigns, it has been suggested.

Globally-focused outsourcing specialist, IT Match Online, has underlined the benefits of telemarketing for firms looking to make the most out of their business lists.

While telemarketing has picked up a bad reputation in some quarters after consumer complaints, in the business sector the practice brings results, the company said.

According to IT Match Online: “Telemarketing may have a mixed reputation, but in the B2B world, outbound telemarketing services pay off day after day.

The firm explained that businesses “will often use professional telemarketers or call centres to make telephone calls and send faxes to potential customers on their behalf”.

Meanwhile, Sarah Baister, account director for London-based NetPartnering, has recommended telemarketing as part of an integrated direct marketing strategy also including such techniques as email marketing and direct mail.

“Companies must look to develop strategic marketing plans to ensure the initial leads developed by telemarketing activities do not fall by the ways,” she concluded.

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