Marketers fuel the inside track for outbound calls

Marie Griffin

Cold calling in B2B, at least in the traditional sense, is little match for buyers who do the bulk of their homework online and only pull the cord for products and services when they're good and ready.

Latané Conant, chief market officer at account engagement platform 6sense, who wrote No Forms. No Spam. No Cold Calls., recalls the reaction of the company's top sales executive to the book title. "When our head of sales saw it, he flipped out," she says. "He said, 'Calling is a key part of sales! Why would we tell people not to call?'"

Carl Wiens/theispot.com

Conant does not advocate a ban on the outbound phone calls that sales teams often use to drum up new prospects, but she does want to eliminate the chill. "When marketing does its job...

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