Expert: Firms must "push harder" to generate leads

Marketers may be interested to hear the opinion of one expert who has given some advice about generating sales leads.

Writing for Customer Think, Mark Binns, co-founder and managing partner of Torque Customer Strategy, states that every business should actively invest in generating more leads.

He believes managers should consider campaigns to be an investment rather than an expense, especially during the economic downturn – a key time to get ahead while competitors are weak.

Mr Binns suggested that businesses "cut costs where needed, but don't cut investments that directly impact sales like lead generation.".

"In fact, I argue you should push harder than ever to generate leads," he added.

These can be as a result of telemarketing, email marketing or being searchable on the internet, he stated.

In related news, MarketingSherpa recently found that tight budgets mean marketers are having to get more out of their lead generation strategies.

Written by Julian Poulter and Copyright "Selling People 2009"