In the age of AI-generated content, algorithmic outreach, and automated customer journeys, it’s tempting to see the humble phone call as a relic. But what if the very thing modern marketers are contemplating leaving behind is the one thing that helps them stand out and succeed?

While digital tools, from PPC ads to automation and email marketing, help streamline and scale outreach, human connection remains a brand’s most powerful differentiator. When used together, digital and telemarketing become more than the sum of their parts: automated where needed, personal where it matters.

“In a world where everyone is automating, the human touch makes you memorable. This personal connection cuts through the noise in today’s saturated digital landscape.”

Angela Kunawicz, Blueberry Online & Social Media Content Editor.

Ethical telemarketing can be one of the most effective channels for promoting meaningful, scalable growth in niche, high-value B2B businesses. A people-first approach to telemarketing emphasises authentic human interaction rather than automated scripts, chatbots, or impersonal sales tactics, building trust, rapport, and fostering more meaningful conversations.

Digital Fatigue is Real

Let’s face it: digital fatigue is real. Today’s prospects are bombarded by push notifications, emails, and ads. Even the most well-crafted digital campaigns and content struggle to break through. In this technological era, a real conversation provides rare clarity and focus, especially in B2B, where tone, timing, and credibility are key to conversion. Done right, a call doesn’t interrupt your day – it elevates it. Modern telemarketing is a person-first business development backed by smart data, not driven mindlessly by it.

As AI continues to transform marketing, the creative and collaborative aspects will become increasingly essential. In 2025 and beyond, the most successful B2B marketers will be those who understand this and harness technology for more collaborative and bold marketing.

Tequia Burt, Editor in Chief of the LinkedIn Marketing Collective and the LinkedIn for Marketing Blog, notes that the diverse viewpoints and skills that lead to creative solutions are a human strength AI cannot replicate. Marketers increasingly recognise and emphasise this.

A 2025 benchmark report shows:

• Average B2B email open rate: 39%
• Average Google Ads click-through rate: ~6%

Digital marketing drives visibility. Telemarketing drives connection. Together, they drive results. Amid all the clicking, scrolling, and swiping, a well-timed, intelligent phone call can feel refreshingly direct – a welcome pause that people appreciate.

What People Do Better: The Human Edge

While AI is brilliant at automating tasks, people bring irreplaceable depth to the table. In a world where people crave authenticity, human-led telemarketing shines.

Empathy and Emotional Connection

Virtual assistants can simulate understanding, but trained people genuinely feel it. We respond to tone, hesitation, emotion, and subtle cues that algorithms simply miss. AI can generate a script, but it can’t navigate nuance. This emotional connection is a key aspect of successful telemarketing that creates trust and turns prospects into relationships.

Real-Time Problem Solving & Adaptability

Unlike rigid scripts or bots, people adjust on the fly, read between the lines, think laterally, and bring a touch of intuition to the table.

Cultural & Contextual Fluency

We understand regional phrases, slang, tone and humour in a way machines still can’t. Cultural nuance matters.

Building Relationships & Trust

B2B success is built on long-term relationships, not quick wins. People buy from people they trust. Understanding the value of human connection combined with digital advancements can make for strong multi-channel telemarketing. It’s about opening a dialogue, qualifying interest, and laying the groundwork for long-term partnerships.

According to Five9’s 2025 Consumer Survey:

• 75% prefer real people for customer support
• 48% distrust information provided from AI-powered bots
• 56% often experience frustration when interacting with these AI chatbots
• 66% of Gen Z still prefer human support, alongside 86% of Baby Boomers

Across generations, a human voice continues to inspire confidence! Justin Marshall, Head of Digital, Media & Technology at YouGov, recently commented how personalised advertising is now a “central component of modern marketing strategies,” and noted rising concerns around privacy and intrusive targeting methods.

The Case for Multi-Channel, People First Marketing

Instead of viewing AI and human agents as a binary choice, we should explore how they can work together to enhance customer service outcomes and organisational success. This stems from a LinkedIn conversation on AI’s impact on efficiency, innovation, performance, and customer satisfaction in contact centre management. In a recent Cannes discussion titled “Adapt or Die: Why Giants Can’t Dance,” Sir John Hegarty, founder of British advertising agency Bartle Bogle Hegarty, urged creatives to view AI as a collaborator, not a competitor.

AI is not the enemy of human-led marketing; it’s the assistant.

“Move faster, build culture, empower bold ideas at scale, discover your creative philosophy, rethink structure and re-engage with wherever you came from,” he said. “A lot of giants won’t be able to find the right tune and embrace opportunities out there, so my advice is don’t aim to be the biggest, aim to be the boldest and view AI as an amazing collaborator that will democratise creativity.”

Smart tools let us focus on the moments that matter most.

Examples in action:

• Follow up on content engagement: Digital tools can track what a prospect engages with. We follow-up with conversations tailored to that interest.
• Qualify high-value leads: AI can identify Ideal Customer Profile-fit accounts. People confirm interest and build rapport.
• Uncover hidden needs: Skilled agents can often uncover opportunities that no chatbot or digital form could ever reveal.

Final Thought: Picking Up the Phone Is a Power Move

Digital is essential, but it cannot stand alone. Take full advantage of AI, email marketing, PPC, and Google Ads to enhance outreach. Remember, these tools work best with strategic, ethical, and customer-focused telemarketing. This collaborative way of working not only establishes your brand’s presence but brings it to life.

So, if you want to grow your business in 2025, don’t just click. Pick up the phone and start a conversation.

Rediscover the power of conversation. Call us on +44 (0)113 487 7013 or email us at info@blueberryms.co.uk
[Copyright © 2025 Angela Kunawicz & Blueberry Marketing Solutions. All rights reserved.]

References:

1. LinkedIn (2024). Five for ‘25: Top B2B Marketing Predictions for 2025. https://www.linkedin.com/business/marketing/blog/trends/b2b-marketing-predictions-2025
2. Campaign Monitor (2024). Email Open Rates by Industry (& Other Top Email Benchmarks). https://www.campaignmonitor.com/resources/guides/email-marketing-benchmarks/
3. Five9 (2025). New Study Finds 75% of Consumers Prefer Talking to a Human for Customer Service. https://www.five9.com/news/news-releases/five9-consumer-study-human-service
4. Lions Daily News (2024). There’s Inspiration in the Weather. Meet the Brands Who See It. https://www.lionsdailynews.com/inspiration-weather-brands