Efficient lead generation 'can reduce costs'

Utilising a more efficient lead generation programme can help lower the costs associated with acquiring new customers, an expert has suggested.

Speaking to BtoB magazine, Michael Falkson stated that the current economic climate means firms have to ensure their marketing budget is being used as effectively as possible.

He told the news source that some may opt to rely on inbound web-based services in order to boost their client numbers, but noted that these are "not nearly as valuable as qualified leads, especially where complex products or solutions are concerned".

Mr Falkson instead suggested that using techniques such as outbound teleprospecting can help produce high-quality leads at a lower cost, providing specific accounts or markets are targeted.

Improving management of the sales process can also help lower costs, he stated, adding that poor "processes, systems and ?management" will "inevitably" result in companies spending more on lead generation.

In related news, a recent report by Marketing Sherpa suggested that finding the right balance between quantity and quality is a vital part of lead generation.

The website suggested using techniques such as search marketing, pay-per-click keywords, landing pages and advertisement listings to ensure these two factors of lead generation are controlled as effectively as possible.

Written by Julian Poulter and Copyright "Selling People 2009"