Finding a lead generation balance 'is vital'

Finding the right balance between quantity and quality when carrying out lead generation is vital for businesses, it has been argued.

According to Marketing Sherpa, it is crucial that firms are able to generate enough leads, otherwise the productivity of its sales department will "plummet".

However the news source also noted that too many leads can be overwhelming and may lead to potential customers falling "through the cracks" during the sales process.

The website noted that using search marketing is an "ideal solution" to this issue and one that is popular with marketers, as a survey revealed that 71 per cent of respondents include search engine optimisation in their marketing strategy.

Adding that the "more complex challenge is controlling lead quality," Marketing Sherpa advised companies to optimise pay-per-click (PPC) keywords, landing pages and advertisement listings in order to improve the quality of the results gathered by their lead generation tactics.

Earlier this week, Yael Penn told WebProNews that studying the actions of competitors is another way companies can improve their lead generation.

He explained that businesses should look at the keywords and PPC campaigns being used by rival companies in order to identify gaps in the market that could be exploited.

Written by Julian Poulter and Copyright "Selling People 2009"