Finding New Ways to Use Telemarketing: Like the media itself, telemarketing has changed—and it goes beyond cross-selling. FOLIO: talks to two companies who have tapped the reliable medium for an exciting new stream of revenue. Like most telesales operations, SourceMedia used to emphasize quick conversions. The call had little chance if the target wasn’t already acquainted with the product—a financial services or healthcare publication in SourceMedia’s case. An emphasis on speed, coupled with customer unfamiliarity, left swift and steep discounts as the only option for marketers.
That’s changed since Adam Reinebach, executive vice president of marketing services for SourceMedia, arrived in 2010. The company is focused on getting customers to take online demos first, rather than pushing them into an abrupt decision.
