Survey Says Telemarketing Is Best At BTB Lead Generation

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Telemarketing is the most important direct marketing activity for business-to-business sales lead generation, according to the results of a new survey released today by Mac McIntosh.

The survey was sent to almost 900 subscribers of Sales Lead Report, which is published by North Kingstown, RI-based Mac McIntosh.

Of the survey's respondents, 27.1 percent chose telemarketing as the single most important direct marketing activity for BTB sales lead generation. After telemarketing, 26.6 percent of respondents chose e-mails as the most important lead generation tactic. Direct mail was deemed most important by 22.3 percent of the survey's participants and 12.2 percent chose search-engine optimization.

The least important direct marketing activity for BTB sales lead generation efforts was direct response broadcast advertising, which was chosen by 33.6 percent of respondents. Online advertising, excluding their own Web site, was pegged least important by 18.8 percent of respondents and 12.7 percent chose pay-per-click advertising as the least important direct marketing activity for BTB sales lead generation.

Chantal Todé covers catalog and retail news and BTB marketing for DM News and DM To keep up with the latest developments in these areas, subscribe to our daily and weekly e-mail newsletters by visiting

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