Re-think the CTPS - save B2B telemarketing
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B2B Marketing has launched a campaign for a reappraisal of the rules governing the Corporate Telephone Preference Service (CTPS), which threaten to undermine the future of telemarketing in business-to-business marketing.
The CTPS has been the subject of much debate since its inception in 2004, with critics suggesting that it could potentially, in time, render telemarketing obsolete.
This is a consequence of the fact that the CTPS is being utilised by large companies to bar telemarketing calls, despite the fact that it was not designed to enable this. The objective of the CTPS was to protect small businesses, with limited time and resources, from so-called ‘nuisance’ telemarketing calls.
The objectives of the B2B Marketing CTPS campaign are:
1. To highlight the actual and potential restrictions to B2B telemarketing which have emerged as a consequence of the CTPS to the wider business-to-business marketing community.
2. To drive industry consensus on the need to safeguard telemarketing as a B2B medium.
3. To secure a reappraisal of the rules governing the CTPS in order to negate or soften these impacts.
4. To increase understanding of the importance and effectiveness of telemarketing as a B2B marketing medium, both in isolation and as part of an integrated marketing strategy.
We are seeking to achieve
1. Proving ‘unforeseen consequences’ of the CTPS since its introduction have been to the detriment of B2B marketing in the broadest sense, and which are unrelated to its core objective of protecting small businesses from telemarketing calls.
2. Demonstrating the strength of feeling amongst the B2B telemarketing community regarding the impact of the CTPS on telemarketing to date, and its potential future repercussions.
3. Demonstrate the extent to which those responsible for the development and imposition of the CTPS truly understood its potential impact, as well as gauging current levels of support for it amongst these groups.
4. Supporting all and any other initiatives aimed at achieving these objectives.
Lend your support!
Because this is an issue which affects the entire industry, and in order to demonstrate the strength of feeling from across the community, B2B Marketing is requesting that companies sign up to support this campaign.
To date, the following companies/organisations have committed to supporting this campaign:
- ABBA (Association of Business-to-Business Agencies)
- Accounting for Growth
- Connection2
- LBM
- Mardev
- Phone Intelligence
- Prospect Swetenhams
- Responsiva
- Software Europe
- The Telemarketing Company
To join them, please read the following statements and if you agree email the editor of B2B Marketing Joel Harrison confirming this and your company's name will be added to the list of supporters.
If you do not agree, your feedback would also be welcome.
1. Telemarketing and telesales are key B2B sales and marketing media and are widely used by businesses across the UK, both large and small.
2. It is right for small businesses to be able to exclude themselves from fielding potentially time-consuming and intrusive telemarketing calls.
3. The CTPS in its current form has significant unforeseen consequences for B2B telemarketing, which were not considered at the consultation or implementation phases. Specifically these are:
- The ability of large organisations to block-register numbers
- The ability of staff to assume the authority to register numbers
- The ability of staff to register individual DDI numbers without the specific.
4. That as a consequence growth in CTPS registrations is threatening to undermine the effectiveness and viability of British companies to market their goods and services to other companies in the UK and that this puts UK plc at a disadvantage to both our EU neighbours and overseas competitors. This includes damaging the interests of small businesses themselves – the audience which the CTPS was designed to protect.
5. That the processes used to implement the CTPS should be reconsidered.
Email link: Submit feedback
Email link: Support this campaign
To keep up to date with all of the latest developments in the CTPS campaign, please visit www.b2bm.biz/news
