Zina Manda, director of Mardev, shares her advice on making your lead generation strategy a success and impressing the financial director Credit crunch marketing has seen a considerable move in budget over the last 12 months from traditional advertising to lead generation. There are however a large number of lead generation channels and vast array of possible outcomes. How can you ensure that you are generating genuine value for your company from this type of activity? Defining a leadA marketing-defined lead may recognise a click through on an email, a download of a white paper or registration for a webinar as...

I was just on our B2B Marketing LinkedIn Group (a plug already!) and I read a response to a question I have heard a lot lately. “Where do I put my marketing spend in 2010?” Do I keep a good mix or bin traditional marketing in favour of digital, as it’s cheaper. The thing is, in today’s market I think this general talk of shifting away from traditional spend to digital is already outdated. “Digital” is not new anymore, I know we’re not yet hanging out with Star Trek's Captain Picard but come on; we’re online most of the day...

I generally respond well to telemarketing but I cannot stand getting cold calls from businesses, who’s opening line is “Can I speak to the person who deals with [office stationary, or, recruitment, or, couriers etc]”. I’ve just had another one this morning, which has led me to write this Blog.   Lets get this straight, I pick up the phone and it turns out the sales person calling does not even know who they have called, then presume to ask me to put them in touch with the correct person, in my company, so they can sell to them. I am...