I have written before about the importance of the marketing mix. However, I was still pleased to see a recent presentation by Paul Lewis of Pitney Bowes in which he highlighted social selling aids telemarketing rather than replaces it.
Most of us don't enjoy either making or receiving cold calls. And I believe this has lead to marketing plans excluding telemarketing. However, effective B2B telemarketing is about relationship building and the art of conversation, all based on an understanding of prospects.
Social media offers a great opportunity to understand and warm up prospects before calling.
Warm leads will then offer you far greater conversion and ensure both the telemarketer and the prospect have a better experience.
Are you aligning your social selling with your other activities?
Adopting a social selling mindset doesn't replace telemarketing, but rather aids it, as Lewis says, "social selling turns cold calling into warm calling".