Letter: Survey Was Opinion, Not Science
I just wanted to comment on a poorly titled article in the Nov. 14 edition of DM News: "Survey: Telemarketing Best at BTB Lead Generation." This was an opinion survey, not a scientific survey where actual effectiveness was measured.Telemarketing is most widely accepted, and preferred.
However, I guarantee you if you conducted a scientific lead generation study, dollar for dollar online channels produce better, more cost-effective leads.
Perhaps "Telemarketing Preferred at BTB Lead Generation" may have been more appropriate.
Duane Zoscin, Marketing manager, The Strata Companies, Plymouth Meeting, PA
Dzoscin@gostrata.com
