Lead Generation Takes Many Forms: Which One Suits You Best?

Every business needs a steady flow of quality sales leads in order to remain competitive in its industry. You have plenty of options for generating leads, but the challenge is finding the method that is most cost-effective and will generate the best leads for your business.

Among the possibilities for lead generation are:

• Trade shows
• Seminars/conferences you host or conduct
• Direct mail advertising or newsletters
• Cold calling
• Print or broadcast advertising
• Internet-based campaigns, including email, company website-based, third party-hosted and social media-focused campaigns

Many companies today have found internet-based initiatives to be the most cost-effective lead generation vehicles, providing the quickest return of qualified leads. This is the venue your customers are most likely to turn to early in their buying cycle — when it is most important to reach them. Additionally, marketing material you publish on the Internet has a much longer "shelf life" than the other options, which are basically one-shot opportunities with lower rates of return.

Selecting the best means of lead generation depends on the type of products or services you're marketing, the venue(s) where your target audience is most likely to be found and your marketing budget.

Regardless of the vehicle(s) you choose for lead generation, you must have a well-designed process for lead-nurturing — timely follow-up with your new leads — and the means to execute it.

Many companies have turned to sales force outsourcing for conducting a lead-generation campaign because their existing team may not be fully equipped to handle it. Outsourcing involves working with a partner who specializes in recruiting, hiring, training and managing top-quality sales professionals with the experience, expertise and state-of-the-art sales productivity tools your sales team may lack in converting leads to customers.

An outsourced sales force is also equipped to develop and execute your strategic lead-generation plan and often already has an extensive list of contacts in your sector that can be leveraged on your behalf.

Because of these advantages and the potential for cost savings compared with recruiting and training additional staff yourself, sales force outsourcing is becoming an increasingly popular solution for lead generation.

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