Poll of the Day: Telemarketing – Dead or Alive?
The cold call is a fact of everyday life. With British consumers receiving an average of six cold calls a month at home, three-quarters of people want cold calling to be banned, according to a recent survey (Source: Which). Both domestic and business prospects are becoming increasingly resistant to the lure of the cold call, however well delivered. This means that creating new leads from cold calling is becoming more challenging and time consuming. With telemarketing usually undertaken via a contacts database, it can often be ineffective and yield a poor return on the time and money spent on it. As a marketing activity, telemarketing is very time-heavy for businesses to undertake in-house – whilst proving costly to maintain on an outsourced basis.
So, does this mean the death of telemarketing?
To those out there who has, how effective did you/do you find it in creating new leads? Please feel free to share your thoughts.
About the author:
Partner at Tomorrow People
Pete is a strategic marketing leader specialising in positioning, go-to-market strategy, growth and AI-enabled marketing performance. He has worked with organisations including Schneider Electric, TechData, Atos, Microsoft, Reachdesk, ABB, TelmarHelixa, Trustpilot, Company365, GlobalData and more, helping brands sharpen their market position, strengthen go-to-market execution and accelerate growth.
His work focuses on turning complex propositions into clear market narratives, aligning commercial teams around stronger positioning and improving marketing performance through the smart application of AI. From category development and messaging to launch strategy and growth planning, Pete brings a practical, commercially grounded perspective shaped by hands-on experience across B2B and enterprise environments.
Pete has also spoken at Content Marketing World, where he has contributed to industry conversations on positioning, growth and the changing role of AI in modern marketing. He writes about the strategies, decisions and operating models that help ambitious brands move faster, communicate more clearly and perform more effectively.
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