'Focus on high-quality leads' experts suggest

Optimising lead generation to ensure the focus is placed on producing high-quality leads is a key part of ensuring a campaign is successful.

This is according to industry experts Dr Flint McGlaughlin and Brian Carroll, who told Marketing Sherpa that this is one of five "levers" than can help keep business-to-business (B2B) lead generation on track.

The pair also recommended that companies increase their campaign response rates in order to push the number of enquiries upwards, as well as accelerate the processing of leads that are currently in the sales pipeline.

In addition, they urged firms to "develop [a] service level agreement between marketing and sales to increase lead acceptance" and to use nurturing in order to "intensify" prospects currently in the marketing funnel.

Their comments came ahead of Marketing Sherpa's sixth annual B2B Marketing Summit, which is being held in San Francisco.

Sean Donahue, senior reporter for the company, said that noted that the advice should be used "as a framework to examine each aspect of your lead generation campaigns".

Robert Keitch of the Direct Marketing Association recently told UTalkMarketing.com that businesses should also consider using tracking studies to ascertain the effectiveness of their lead generation operations.