BtoB

Telemarketing tops for lead generation

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North Kingstown, R.I.—Telemarketing is the leading direct marketing tactic chosen by b-to-b marketers for lead generation, according to a survey published Monday by Mac McIntosh, a b-to-b sales consultant.

Of survey respondents, 27.1% said telemarketing is the most important tactic for lead generation, followed by e-mail (26.6%) and direct mail (22.3%).

The e-mail figure is the most surprising, since many marketers say they use e-mail for retention but not for prospecting because of spam issues associated with it.

The survey was sent to 900 subscribers to McIntosh’s “Sales Lead Report” newsletter, which targets b-to-b marketing executives.

—Carol Krol

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