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Lead Generation Vital in B2B Marketing

New research has demonstrated the vital role that lead generation plays in the long term sales success of B2B companies.  Designed to determine best practices in the industry the 2009 B2B Lead Generation Study has found a number of common trends in business to business lead generation activities.

The study found that in the vast majority of cases businesses are diversifying and using over four different sales lead generation techniques to increase their client base.  Companies that make use of several lead generation techniques find that they benefit from greater levels of sales success.  Of these techniques telemarketing was found to be one of the most effective with the majority of respondents to the survey stating that they employ it on a regular basis.

Also revealed in the study was the trend for companies that invest a greater proportion of their marketing budget in lead generation to generally have more sales success than those who only have low level s of investment in generating leads.  Additionally tailoring lead generation campaigns to specific target markets generally generates better leads and more sales than less focussed one size fits all campaigns.

These results can only serve to reinforce the importance for UK B2B companies to ensure that lead generation forms a significant part of their overall sales and marketing strategy.