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Telemarketing survey 2011
To be in with a chance of winning a prize you must complete the survey
*
1.
Please complete the following details
(Required.)
First name
Surname
Country
Job title
Company
Work email
Work phone number
2.
Have you used telemarketing as part of your marketing activity over the past 12 months?
Yes
No (If no, thanks for your participation but please do not continue)
3.
How important would you say that telemarketing is to your organisation and its marketing?
Critical
Very important
Important
Not very important
Very peripheral
We don't use telemarketing
4.
How does telemarketing fit into your marketing programme?
We run telemarketing constantly
We generally integrate it with tactical campaigns
We use it occasionally to support specific activity
We don't use telemarketing
5.
Has your use of telemarketing increased or decreased over the last 12 months?
Increased
Decreased
Remained constant
Don't know
6.
Were these increases or decreases in the use of telemarketing a consequence of the recent economic uncertainty?
We INCREASED our use as a result of the recent economic uncertainty
We DECREASED our use as a result of the recent economic uncertainty
This had no influence on our use of telemarketing
Don't know
7.
Which types of telemarketing do you conduct?
Inbound
Outbound
Both
N/A
8.
Do you have a specific annual budget that you allocate to telemarketing?
Yes, we have a specific annual telemarketing budget
No, we allocate funds on a tactical or campaign basis
Don't know
9.
What percentage of your total marketing budget is allocated to telemarketing?
1-2 per cent
2-5 per cent
5-10 per cent
10-25 per cent
25-50 per cent
More than 50 per cent
We don't have a formal budget
Don't know
10.
What do you expect will happen to the budget that you invest in telemarketing in the next 12 months?
It will increase
It will decrease
It will remain constant
Don't know
11.
For what objectives do you use telemarketing? Please select as many options as are relevant.
Which do you use?
Which has the highest priority?
Cleansing marketing data
Which do you use?
Which has the highest priority?
Qualifying leads
Which do you use?
Which has the highest priority?
Booking sales appointments
Which do you use?
Which has the highest priority?
Customer feedback/research
Which do you use?
Which has the highest priority?
Channel communication
Which do you use?
Which has the highest priority?
DM follow-up
Which do you use?
Which has the highest priority?
Prospecting/generating new leads
Which do you use?
Which has the highest priority?
Event invitations
Which do you use?
Which has the highest priority?
Other
Which do you use?
Which has the highest priority?
12.
For which marketing objectives do you invest the biggest proportion of your marketing resources? Please select one option.
Cleansing marketing data
Qualifying leads
Booking sales appointments
Customer feedback/research
Channel communication
DM follow-up
Prospecting/generating new leads
Event invitations
Other
13.
To what extent is your telemarketing integrated with other marketing activity? Please select one option.
It's fully integrated with other activities
It's mostly integrated
It's sometimes integrated
It's not integrated at all
14.
What are the most significant factors that influence your use of telemarketing techniques as part of any given marketing initiative?
Access to relevant data
Timing of campaigns
Campaign target audience
Other
N/A
15.
Which of the following audiences do you believe telemarketing is particularly effective in reaching? Please select as many options as are relevant.
Effective
Most effective
Owners of small businesses (under 50 people)
Effective
Most effective
Decision-makers in small businesses
Effective
Most effective
Director of medium/large organisations
Effective
Most effective
Management-level decision makers in medium/large organisations
Effective
Most effective
Other
Effective
Most effective
N/A
Effective
Most effective
16.
Which metrics do you use to measure effectiveness of telemarketing activity?
Number of decision maker contacts (DMCs) per day
Length of time on the phone
Number sales made
Number of appointments/meeting set
Other
17.
Can you accurately measure ROI on telemarketing activity?
Yes - always
Yes - sometimes
Never
Not sure
18.
If you answered 'never' to the previous question, why not?
We know it works without the need for precise measurements
Our systems don't enable us to track ROI
It's impossible to distinguish telemarketing ROI from the rest of the mix
19.
Which of the following statements do you most agree with? Please select one option.
Telemarketing is a strategic resource for us
Telemarketing is a tactical resource for us
Telemarketing is both strategic and tactical for us
The status of telemarketing depends on the marketing objectives of the project at hand
20.
How has your telemarketing evolved over the last 12 months?
We're doing less of it
We're becoming more campaign focused
We're doing more of it
It's become better integrated into our other marketing activity
It's become a core discipline
21.
How do you work with telemarketing agencies? Please select the statement that best matches your approach to relationships with telemarketing agencies. Please select one option.
We have a single, long-term, strategic partner for telemarketing
We work with a number of companies on an ongoing basis for different objectives
We have one preferred supplier who we work with when relevant
We don't really have any significant relationships with telemarketing agencies
We don't use agencies at all
22.
How do you choose telemarketing agencies? Please select as many options as relevant.
We pick them on personal recommendation
We look for industry standards or accreditations (e.g. DMA or ABBA)
We do a full, formal pitch
Our marcomms agency selects them
It varies - no specific method
We don't use telemarketing agencies
