Telemarketing or Teleprospecting for B2B Lead Generation?


Learn the difference between these two sales techniques and why one is the better choice for B2B lead generation.


It’s possible that you have seen these terms used interchangeably and think that because they both involve calling prospects to generate leads, that they are the same.

There is a big difference between the two.


By focusing on certain key elements, the differences are apparent and can help you decide which type of telesales technique is right for your business needs.




The Caller 


  • Experienced sales executives with a targeted list of prospects.
  • The teleprospector understands the service, product, or solution he or she is representing and can match those with the needs of the prospect.
  • A caller on a teleprospecting call knows that the goal is to listen and draw out qualifying information from the prospect.


  • Caller is entry-level with little or no sales experience.
  • Telemarketers often rely on a scripted pitch, resulting in a one-sided conversation.
  • Experience in making a high volume of sales calls to a broad range of prospects.
  • The telemarketer is often representing a simpler product with a wide audience.


The Prospects


  • The teleprospector’s goal is to reach the best possible contact within a company. The best contacts are the key decision makers.
  • Because of the complex nature of the sale, it is appropriate and necessary to reach the highest-level executive in the organization and be prepared to speak in-depth about the business solution being offered.  


  • The telemarketer is trying to reach a direct consumer, or any representative of the business.
  • Contacts are not researched heavily before calls are made, as the importance is placed on call volume rather than achieving meaningful interactions.





Measuring Success


  • The success of the calls are not necessarily measured by numbers but by qualified, actionable sales leads.
  • The prospects have been qualified through conversations and are converted into leads that are now in the sales pipeline.
  • The caller engaged in conversation and has a complete understanding of the prospect’s business need, their budget, and timeline.


  • The telemarketer will measure success based on number of dials, number of actual sales, or appointments made.
  • Prospects that did not end in a sale or appointment will most likely not be revisited.



Meaningful Interactions Download


Why teleprospecting for B2B lead generation?

B2B lead generation most often involves solutions, services, or products that are complex and expensive.


Complex sales require experience, real conversations, and a level of expertise that is impossible to have when the callers are entry level and the goal is to cast a wide net.


B2B sales are targeted, and the calling must be as well – that is why teleprospecting is the best fit for B2B lead generation.  

Learn more about teleprospecting  services from JMS Elite


“JMS Elite uses a much more thorough process than other lead generation firms we have engaged; they really dig in and find the right decision makers who are product ready. Across our marketing programs, JMS Elite delivers the highest ROI.”


John Lewis, Carl Zeiss Metrology, LLC

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