Beyond Rip & Read
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by Chief Marketer Staff
Rip-and-read is an old broadcast journalism term that stems from the days when news stories were ripped right from news tickers and read by anchors. The information went in their eyes and out their lips, with only a passing nod to the brain.
It can also apply to telephone lists. Call centers, says John Murray, product manager, TeleSales, often take whatever list a customer gives them, make calls, and process the results without an additional thought. “They are more interested in housing and managing the data than in offering value-added services,” he says.
Refining leads is essential for a company like Wilmington, MA-based TeleSales, which services B-to-B high-tech firms. One client submitted a list of prospects it said had at least
