Lead generation now "widely accepted"

The perception of lead generation has changed for the better over the past 18 months, an expert has claimed.

Speaking to IFA Online, Justin Rees noted that the technique is now seen in a far more positive light than it was a year-and-a-half ago and has become "a very powerful marketing tool".

He explained that lead generation has become "widely accepted" across a range of industries, with the onset of the recession having an affect as many firms "are wondering where their next piece of business is coming from".

And Mr Rees added that companies that wish to get the best results from lead generation will have to make a "significant investment", which in turn means such businesses "are more likely to generate the desired return on investment".

His comments follow a new report by the Direct Marketing Association, which revealed this week that online lead generation is helping companies attract new clients.

Written by Julian Poulter and Copyright "Selling People 2009"