Despite the digital lurch, telemarketing remains a workhorse for B2B marketing executives who are in the hunt for new customers and prospects. But in order to maximize their telemarketing services marketers need to integrate such services with their email and/or direct mail campaigns, according to Orlin Camerlo, CEO of sales and marketing firm Extended Presence and a member of BMA Colorado. In this book excerpt from "Advice from the Top: The Expert Guide to B2B Marketing," Camerlo provides some strategic advice on how marketers can improve the results of their teleprospecting campaigns by developing integrated teleprospecting.

Remember when you used to bring your best work home from grade school and your folks would stick it on the refrigerator to celebrate? BMA Milwaukee is adopting a similar approach for this year's Bell Awards, which show off the B2B marketing industry's most effective and creative work in Southeastern Wisconsin. This year's event, which will be held March 29 in Milwaukee, WI, will feature more than 40 B2B marketing categories. Find out if your B2B marketing campaign is fridge-worthy. Entries are due by February 16.

By Dan McDade

It sometimes seems, akin to Bill Murray's cranky TV meteorologist in "Groundhog Day," that B2B marketing and sales teams must forever relive poor results. Industry analyst groups continued to report in 2011 that average companies are leaving up to 80% of potential business on the table. Why? Simply stated, a number of current sales lead management processes are broken. As a result, we see poor lead quality, a lack of accountability and unattended leads dropping out of the funnel.  

BMA Colorado Chapter 2012 Online Marketing Summit  

2/6/2012 | San Diego, CA

BMA Colorado Chapter Keynote Meeting: How to Measure Digital Marketing and Determine Your True ROI
2/8/2012 | Denver, CO

BMA New York City Chapter Event: BtoB Outlook Breakfast
2/9/2012 | New York, NY

BMA Chicago Chapter Young Professionals Event: Social Media Mayhem at Google
2/9/2012 | Chicago, IL

BMA Milwaukee Chapter Success Seminar: Sustaining Sustainability: Making a Lasting Impact on Your Customers' Business

2/9/2012 | Milwaukee, WI

SEE ALL UPCOMING EVENTS> 

Phil Johnson: Blend between lead gen and branding campaigns packs a bigger punch 

B2B marketers are under intense pressure to understand new marketing and media technologies and figure out how they fit into their strategies and customer-management programs, according to Phil Johnson, CEO of PJA Advertising + Marketing, which specializes in B2B marketing. "If you can integrate these new technologies with your brand campaigns, it can give you a tremendous advantage," said Johnson, whose clients include Brother International, Novartis and Trend Micro. Johnson, who runs a speaker series for the Business Marketing Association of New York and is a board member of BMA New York, spoke with BMA Buzz about some of the other trends he sees in B2B marketing.  

File this one under, the more things change the more they stay the same. In the "4Q 2010 Gleansight benchmark report on Lead Nurturing," Gleanster research revealed that, when considering the common value driver for lead nurturing, marketers could not agree on a "sales ready" lead. A year later, in the fourth quarter of 2011, not much had changed, with 89% of survey respondents still struggling with how to define a sales ready lead, according to Gleanster. This latest report focuses on how B2B marketers can develop (and cultivate) lead optimization programs.

Google's Search Your World shakes up social landscape >

Increase mobile user interaction >

New Years resolutions for marketers >

What major marketing trends are you seeing for 2012? >

Grocery Segment Marketing Manager - Cummins-Allison Corp.

Cummins Allison is a U.S.-based company has a 100-year heritage of leadership in technology and product innovation and currently serves the majority of financial institutions worldwide, as well as leading organizations in retail, casinos, law enforcement and government.

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