'Identify target market' before beginning lead generation

Businesses looking to carry out lead generation should identify their target market before beginning their campaign, it has been suggested.

According to the Bolton News, firms should consider using direct marketing for this, as it is one way of raising the profile of a company.

Utilising this technique - which can include telemarketing - allows companies to "skip out the middle man and talk to [their] customers directly", the news source noted.

The publication advised companies thinking of adopting direct marketing methods to avoid informing potential customers about the history of the business and instead focus on telling them about the services it offers and how they can be beneficial.

"Testimonials are like gold dust, so speak to your existing customers and find out what impact you’re having on their business," it suggested.

Firms that feel they lack the resources to do this can also seek advice and support from specialist organisations to ensure they are carrying out their lead generation as effectively as possible, the news source concluded.

Earlier this month, a study by the Marketing Society found that acquiring new customers will be the main aim for businesses over the months to come, with 28 per cent of respondents said they are making this their priority ahead of keeping hold of current clients.