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Telemarketing Software Essential when Inbound Campaigns Aren't Enough

May 31, 2011
By Susan J. Campbell - Telemarketing Software Contributing Editor


There is a common theme among certain organizations that telemarketing software is no longer needed now that the Internet has arrived and inbound marketing has been so successful. While the Internet does provide a wealth of information and some leads and inbound marketing campaigns can produce powerful results, they are not the end to all effective marketing. In fact, telemarketing is still a powerful way to identify potential customers and learn what they want from your company. 



This concept was explored in a recent VanillaSoft blog, stressing the importance of the personal connection. The writer, VanillaSoft’s Chief Blogger, Ken Murray, stresses the importance that someone in the company is actually interested in what he, the potential customer, may desire. He does not want to be a “piece of meat” going through the high-tech analytical grinding machine that identifies him as worthy of an e-mail or call simply because he did something more than once, such as visiting the website or clicking on a link. It’s likely that he is not alone in this feeling.

It is easy to ignore the power of telemarketing software and turn immediately instead to the inbound campaign because it seems so much easier. After all, the traffic is inbound – people who are already interested in what you offer. This is a good thing, but it isn’t the only thing. You can still miss a significant pool of potential customers who did not get reached through an inbound marketing campaign who could easily be contacted through the use of telemarketing software. 

If your organization traditionally focuses on sales activities and outbound marketing, you don’t want to immediately change your focus away from telemarketing software simply because the new inbound marketing campaign worked well for you. The inbound marketing campaign is great, but don’t stop doing what has proven to be so successful in the past. Keep working with your outbound efforts and integrate them with your other campaigns to capture the best of both worlds. 

The launch of robust telemarketing software can help you to design a campaign that leverages the power of outbound marketing and inbound campaigns. You can literally create a world where you are able to place your product or service in front of those who are actually looking for it. This is a place where you can create content that not only attracts buyers to your site, but also those you want to be educated by you and buy from you. You have to keep in mind that for inbound marketing to work, you have to be able to attract the audience in the first place. 

Without the right people in place to create the right content to get the traffic to your site, you need telemarketing software as it helps you to fill in this hole in your strategy. Combine this with the right execution plan and you’re more likely to build out the success you need for the long term.


Susan J. Campbell is a contributing editor for TMCnet and has also written for eastbiz.com. To read more of Susan’s articles, please visit her columnist page.

Edited by Rich Steeves



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