For smaller companies lead generation is a major issue. Not being able to invest millions of advertising dollars or euros, they are not as visible as large companies. At the same time generating leads by telephone or personal contact is not only time consuming and costly but also increasingly ineffective. Buyers have access to all the information they require on the web and studies show that for large companies 67% of new leads are generated when buyers contact suppliers. Of course, only visible suppliers are contacted.

Many years ago (very many) it was believed that the world would beat a path to your door if you had a good product. If that were ever true, it only applies today for companies which lay an internet track to their door, which is where CRM comes in, or should come in, but does not. MarketingSherpa has some interesting ideas on what to do.

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