Correctly-trained marketers 'vital' for lead generation

The present economic climate means it is crucial that firms employ and develop correctly-trained marketing staff, it has been suggested.

According to the Chartered Institute of Marketing, firms must ensure their employees in this area are as qualified as possible if they are to survive the recession and take advantage of any opportunities it may present.

The advice may be of interest to IT firms that carrying out a lead generation campaign in the current financial crisis.

Research by the body in its latest Marketing Trends survey showed that the majority (80 per cent) of marketers feel it is important to employ well-trained marketers and David Thorp, director of research and information, explained that the need for professionals in this area has "never been greater".

"Now is not the time for amateurs to be looking after your marketing," he remarked, adding that it is "vital" that organisations are able to adapt and respond appropriately to changing conditions".

Mr Thorp noted that "properly trained and qualified" marketers will be able to exploit the "strategic opportunities" that emerge in a recession and ensure their business is well-placed when the economic conditions improve.

According to the latest Business to Business Lead Generation Benchmark Study from ExperiGenExperts, 94 per cent of executives surveyed are currently using at least four lead generation methods to attract new clients.

Written by Julian Poulter and Copyright "Selling People 2009"