Marketers should make use of more sophisticated technology to engage with their sales leads and improve their overall campaigns, an expert has said.

Industry specialist Derek Harding stressed that there are a wide range of techniques available to marketers which can help them nurture relationships with their clients.

Writing on ClickZ, he pointed out that many firms continue to use one-size-fits-all, “batch and blast” approaches in their campaigns, despite the availability of segmentation and personalisation techniques.

“The majority use little more than simple segmentation and many don’t even do that,” Mr Harding commented.

He pointed out that the goal of advertising and marketing is to generate positive return on investment and this will be done most effectively by creating engaged audiences and sales leads by providing relevant and timely communications.

According to industry organisation the Direct Marketing Association, multi-channel marketing strategies are more likely to secure sales leads than email or direct mail platforms alone.