October 31st, 2016

Every year, Chief Marketing Officers spend more money on social media.

It’s a trend we’ve seen for well over a decade—and there’s no end in sight.

During the next five years, according to The CMO Survey, spending by CMOs on social media will rise to become 21% of their total budgets.

But where’s the corresponding impact?

The same research reports that only 10% of CMOs believe social media makes an above-average contribution to company performance; and 40% believe it makes a below-average one.

Tweeting, Facebooking, Snapchatting and posting on LinkedIn are nabbing all the attention, but almost none of the sales.

Maybe it’s time for CMOs to look anew at a time-honored medium: telemarketing.

The old-fashioned phone call makes a comeback

And why not? In a digitalized world, suddenly a phone call stands out.

In a 2015 study in the UK by B2B Marketing, CMOs overwhelmingly reported they understood the need for a human touch in business.

“When it comes to thinking about the nuts and bolts of what makes their business work, marketers are unequivocal,” the study said. “Ninety-six percent of respondents said human interaction was either very important or important in securing new business, and 98 percent stated that human relationships were key to retaining contracts.”

The same study reported that 71% of CMOs who use telemarketing find it effective or very effective.

Trade shows set a clear example

Among the heaviest users of outbound B2B telemarketing today are trade show organizers.

According to research by the Large Show Roundtable, a whopping 85% of large-show organizers use telemarketing to attract attendees to their events.

That makes a lot of sense when you consider the highly “perishable” quality of the show organizer’s product.

Like the operator of a cruise ship, a tradeshow organizer can’t sit still while she waits for sales to grow incrementally. At a certain point, the ship sails, full or not. That’s all there is to it.

Have you tried telemarketing recently? Or are you sitting still?

Learn more

To learn how B2B telemarketing can help you reap rewards, call Randy Lieberman at 800.290.8714 or send an email to randyl@foundationmarketing.com.