'Options available' to boost lead generation

According to a study by Marketing Sherpa, adopting a new approach can vastly improve response rates, which in turn may boost client numbers.

Speaking to the news source, Dave Laverty of IBM Cognos explained that traditional tactics have become less effective in the current economic climate, but adopting new methods - including a redesign of the company's website - has helped improve its lead generation.

"We looked at [our website] as a demand-generating tool," he stated, noting that including content such as white papers, online communities and events helped to encourage potential clients to "engage" with the business.

Improving data analysis also boosted the company's lead generation performance, Mr Laverty added, noting that analysing information collected through the website helped to single out a number of "unique lead nurturing paths" for the sales team to follow.

The report follows a recent survey from Eloqua, which found that almost two-thirds (61 per cent) of marketers are yet to adjust their lead generation strategies in order to combat the affects of the economic downturn, with 40 per cent citing budget cuts as the reason behind the lack of action.

Written by Julian Poulter and Copyright "Selling People 2009"