Businesses 'aiming to improve lead generation efficiency'

The recession has prompted many businesses to make cost savings with their lead generation, one expert has observed.

Speaking in an interview with Finance and Commerce, Gordy Meyer said that firms are looking to increase the efficiency of their lead generation campaigns as their budgets are tightened as a result of the economic downturn.

"People are looking for ways to be much more efficient with those dollars," he told the news source.

Mr Meyer observed that "the story in the lead generation business is that generally only two per cent of the direct marketing targets convert into sale", something that companies hoping to increase their client numbers may wish to note.

Those that are struggling to attract new clients in the current financial climate could consider enlisting the services of a dedicated lead generation firm, as it may be able to boost conversion rates and free up resources to be used in other aspects of the business.

A recent survey from Research and Markets found that a number of factors are causing businesses to miss their lead generation targets.

Its Closing the Gap: the Sales & Marketing Alignment Imperative paper concluded that insufficient management, poor organisation and a lack of effective processes and systems means companies are falling short when it comes to generating new prospects and turning these into clients.