BEST PRACTICE: Lead generation

Lead generation is particularly crucial for SMEs. Without the budgets, resources and brand awareness of big corporates, the methods they use to get the proverbial foot-in-the door must be focused and direct and - in the absence of a marketing department or even dedicated individual - simple. It is also vital to plan carefully in advance to avoid a lot of wasted effort both in preparing the marketing activity and handling the response to it afterwards.