Online marketing 'useful for lead generation'

Speaking to Accounting Web, Alex Hoye of Latitude stated that the flexibility of the online platform is something "that allows for experimentation" and can give firms an idea of their potential return on investment.

IT businesses looking to improve the efficiency of their lead generation may wish to note the comments made by Mr Hoye, who has also advised organisations to use search engine optimisations and pay per click advertising.

"[These] are the biggest online marketing channels today and simply can't be ignored," he told the news source, adding that there is "a lot of competition" in these areas.

As a result, businesses that do not have the in-house capability to carry out their own lead generation programme may wish to consider enlisting the services of a specialist, as this could result in the production of better-quality results.

His advice comes following recent comments from industry expert Lisa Cramer, who told DestinationCRM.com that correct use of marketing automation can help cut the cost of lead generation.

Such systems can identify "sales ready" leads and nurture potential targets that are not yet ready for contact, she noted.

Written by Julian Poulter and Copyright "Selling People 2009"