Companies 'must plan' for lead generation

Finding a "reputable" provider is the first step of establishing a successful lead generation campaign, it has been suggested.

Speaking to Mortgage Solutions, industry expert Justin Rees explained that companies looking to implement a new marketing strategy should carry out "a lot of planning" in order to ensure their lead generation is effective as possible.

Lead management is one of the "largest factors", for any business, he stated, noting that many firms often fail to convert good quality leads into actual sales due to implementing the wrong processes.

"Using an LMS [lead management system] is the simplest and most effective way to manage leads," Mr Rees told the news source, adding: "This applies equally to small firms buying one lead a day up to the largest national brands buying hundreds of leads a week."

An LMS is used as a buffer between the lead source and the client management system, he commented, noting that such a technique can help buyers make contact with as many leads as possible in a given timeframe in order to increase their client numbers.

The advice follows that of industry specialist Jim Lenskold, who recently told Marketingprofs.com that a good relationship between a sales and a marketing department is crucial to successful lead generation.

Written by Julian Poulter and Copyright "Selling People 2009"