Lead generation 'should be a top priority'

Lead generation should be one of a company's top three business goals, it has been suggested.

Writing for npost.com, Laura Patterson suggested that firms should place particular focus on maintaining and developing the buying pipeline by ensuring a constant flow of prospective new customers.

In order to do this, she noted, firms must optimise their "marketing mix" - factors such as offers, prices, placement and promotion - to develop "market-centric actions [that are] tied to incremental behavioural commitments".

Customer references, the accessibility of purchasing a product or service and contract templates are all requirements for businesses hoping to make the most of their lead generation operations, Ms Patterson remarked, adding that there are numerous issues companies must focus on in order to judge how quickly potential customers can be secured.

These include allowing clients to sample or trial the product, ensuring its adds value to their operations and is compatible with the customer's current practices and making sure what they are selling is easy to understand and has a low risk factor.

Last week, industry experts Dr Flint McGlaughlin and Brian Carroll told Marketing Sherpa that the emphasis of a lead generation campaign should be placed on creating high-quality prospects.