Lead generation 'ideal for boosting business activity'

Combining lead generation with branding and public relations activity can help improve business activity during the current economic climate, it has been suggested.

According to Marketing Sherpa, many firms selling high-end products are choosing to cut back their advertising spending during the recession, but doing so may result in their competitors seizing an advantage when the economy begins to recover.

Instead, the news source urged firms to use "well-placed" marketing efforts in order to continue lead generation during the financial crisis.

It highlighted the campaign used by TeleHealth Services, which used press releases, editorial articles, a branding campaign and lead generation techniques in order to boost awareness of the business, with the strategy generating 20 "warm leads" for the firm's sales team to nurture.

Marketing director for the company Matt Barker noted that one of the leads is currently around three-quarters of the way through the sales process.

He added that the campaign is going to make its budgeting process for 2010 "that much easier".

Lead generation expert Yael Penn recently told WebProNews that companies should look at the pay-per-click and advertising methods their competitors are using to generate leads, as doing so can help improve their own campaigns.

Written by Julian Poulter and Copyright "Selling People 2009"