Data consolidation 'vital to lead generation'

Consolidating data into useful information is one of the first steps that must be taken in a successful lead generation campaign, an expert has noted.

Speaking to Beyenetwork.com, marketing specialist Larry Goldman stated that converting leads into figures that can be used by a company looking to boost its client numbers is an essential part of a marketing strategy.

However, he noted that many firms struggle to standardise, merge and remove duplicates following lead generation, something that may prompt such businesses to seek the services of a specialist.

"As organisations develop their strategies to react to the economy one thing is clear, every opportunity counts," Mr Goldman told the news source, adding that the changing financial climate has made every lead a potential business opportunity.

He also encouraged the use of scoring in the lead generation process, explaining that ranking potential opportunities based on their quality will enable companies to successfully identity which leads to follow up.

Another aspect firms may need to consider is that of budgeting, with Marketing Sherpa recently urging careful consideration of the amount being spent on lead generation.

Businesses must be able to adjust their marketing budget in order to adapt to changes in advertising costs, the website noted.

Written by Julian Poulter and Copyright "Selling People 2009"