Survey Says Telemarketing Is Best At BTB Lead Generation

Share this content:
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

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above