DEMAND GENERATION: Getting through the gate

Developing a list of sales leads is the first phase in any sales process. Equipping yourself with the right data can help you to generate profitable sales leads for your business, whether they're across town or further afield.

Strong leads will increase sales and boost response rates for your direct marketing efforts. In the past, the direct mail activity of many businesses may have been a leaflet door drop en masse to everyone in the vicinity of their business. As with any targeted marketing campaign, whether it is through direct mail, telemarketing or any other channel, it is the data that differentiates junk from effective direct marketing. Lists that target the best B2B prospects for your products or services are paramount.

Although lead generation itself is not a new function for marketers, the face of it has certainly changed significantly over the last 10 years.