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Common sense dictates that any coherent marketing communications activity wishing to generate new business opportunities must be a balanced mix of marketing disciplines.

However, the desire to find ‘magic bullet’ solutions has led to many B2B marketers to use invest practically 100% of their budgets in to digital resources.

Inevitably this will ‘bounce back’ and traditional tools such as hard copy direct mail and trade advertising will recover.

But what is the case for telemarketing?  Logically it is the ONLY proactive marketing activity that guarantees a message is cascaded to the target prospect?

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