Automation 'can improve lead generation'

Speaking to DestinationCRM.com, industry expert Lisa Cramer stated that automation systems are crucial if a firm is to continue to find potential new clients in the current economic climate.

"Leads today are not what leads were years ago," she told the news source, adding that those produced now are mainly "not yet ready to be engaged in conversations with salespeople".

"Marketing automation systems try to deliver value even before the expensive sales resource gets involved, by identifying 'sales ready' leads," she explained, adding that such methods can also "nurture" leads until they are deemed ready for further action.

And they also have financial benefits, Ms Cramer commented, noting that they can "drastically increase revenue" while decreasing the cost of operating a sales resources department.

Companies that are looking to implement such a system but are lacking the necessary expertise may wish to instead consider enlisting the services of a dedicated lead generation firm.

In related news, Dave Laverty of IBM Cognos recently told Marketing Sherpa that businesses should consider redesigning their website in order to boost visitor traffic and subsequently improve response rates and client numbers.

Written by Julian Poulter and Copyright "Selling People 2009"