Telemarketing gives VARs top ROI

VARs find telemarketing provides by far the most demonstrable and reliable return on investment (ROI) of all marketing activities, research has found.

A survey carried out by business to business marketing specialist NetPartnering finds that more than half of VARs claimed telemarketing delivered the best ROI. In joint second place, with 11 per cent apiece, were mailed advertising material and seminars.

Activity centred around a company's website and relationship-based events were cited by nine per cent of respondents. Email marketing was given as the method with the most tangible ROI by seven per cent.

Sarah Baister, account director for NetPartnering, claimed that VARs needed a well-rounded and comprehensive approach to marketing.

“Although companies believe telemarketing to be the most effective in terms of ROI, it is important to remember that this does not prove to be effective as a standalone activity and companies must look to develop strategic marketing plans to ensure the initial leads developed by telemarketing activities do not fall by the wayside," she said.

Andrew Broadhead, marketing manager at reseller RichardsoNEyres added: “It is vital that our marketing efforts are effective in terms of ROI. On an annual basis we will plan our marketing agenda to include a range of different activities and telemarketing is always high on the agenda as it is an effective use of our team’s time and budget."