Business-to-business (B2B) marketers will use lead generation as a major part of their 2009 strategies, according to new research.

According to a study carried out by MarketingSherpa, “focusing on lower-cost, high-impact lead gen tactics” will be a heavily-used technique over the coming year in the wake of the recession on both sides of the Atlantic.

The B2B marketing experts say that one way this aim will be achieved is the acquisition of high-quality business lists.

It was suggested that companies will supplement their own data with lists acquired from elsewhere to accelerate lead generation.

The research firm said: “For many marketers, generating leads and converting them to opportunities will be difficult.

“That’s why marketers have identified three top priorities for the year that will help offset a potential decline in new leads and the lengthening sales cycle.”

It was found that 36 per cent of companies quizzed said that there were fewer new leads entering the pipeline at present.
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