Telemarketing 'popular' for lead generation conversion

Telemarketing remains one of the most popular forms of lead generation conversion methods, new research has revealed.

According to a study by Econsultancy and Clash-Media, the technique of using offline channels to convert potential leads that have been found online is increasing in popularity.

And 58 per cent of businesses opt to use telemarketing for this activity, while 70 per cent of companies are carrying out either partial or total offline conversion.

Marketing budgets among UK, US and European firms is also on the increase, the data showed, with the majority (53 per cent) stating they have raised their spending in this area over the past 12 months.

"It's great news for the industry that the majority of marketers are seeing increased budgets - and very few are seeing a reduction," Clash-Media chief executive officer Simon Wajcenberg remarked.

He also expressed surprise at the fact that only a minority (35 per cent) saw the benefits of performance-based lead generation, noting: "This leads us to believe that not enough providers are delivering transparent campaigns."

In related news, Stephan Dietrich of Neolane recently told BtoB Magazine that agreeing on qualified leads before beginning a lead generation campaign can help to improve its effectiveness.

Written by Julian Poulter and Copyright "Selling People 2009"