B2B Appointment Setting: Still Essential or Outdated?

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The effectiveness and relevance of b2b appointment setting remains a contested issue among experts. Proponents of appointment setting argue that it enables sales teams to work on prequalified leads which, in turn, saves time and increases conversion rates. On the other hand, some experts feel that the rise of digital tools and inbound marketing has made the manual work of appointment setting redundant. The answer, it appears, lies in execution—whether audience selection and outreach strategy were appropriate. What do you think? In your sector, do you still see a direct correlation between appointment setting and deal closure acceleration, or have automated nurturing workflows produced superior outcomes? Let us analyze the position of this time-honored practice in the context of today’s B2B competitiveness.