Technology marketer CDW has an integrated online marketing plan that incorporates banner ads and content marketing, but traditional telemarketing still plays a large role in the company's marketing plan, says Mike Weir, CDW senior manager. "Telemarketing helps bridge a gap" between when a lead has been collected by a sales team and when the prospective customer has been nurtured enough to make a purchase, he says. The company has used CNET Direct to reach out to 16,000 prospective customers, making contact with almost a third of them and converting 7 in 10 of those contacted.

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