Right mindset 'is key to effective lead generation'

Establishing the correct mindset is the first step to creating an effective business-to-business lead generation programme.

This is according to industry expert Mike Sweeney, who told Web 2.0 Journal that businesses need a "positive attitude" when beginning the campaign if it is to succeed.

He urged firms to make sure they take all methods - or vehicles - of lead generation into consideration when designing their programme, adding that as there are a lot of media and techniques that can be used, it is important to manage these effectively.

"Whether you like it or not, many of these vehicles can impact your lead generation programme even if you're ignoring them from a time and money standpoint," he was quoted as saying.

Once this has been taken into consideration, companies should draw up a master list of the vehicles they are intending to use, Mr Sweeney continued, adding that these can include methods such as direct mail.

Another important aspect that businesses should focus on is ensuring they gather the correct data, Econsultancy recently suggested.

The website advised companies to ensure they get as much information as possible from prospective leads by drawing up surveys and forms that can be filled in.