Five ways for brands and their promoters to improve their lead generation programmes have been identified by two industry experts ahead of Marketing Sherpa’s sixth annual B2B Marketing Summit.

Brian Carroll, chief executive of In Touch and Dr Flint McGlaughlin, director of MarketingExperiments, have named "five key levers" that will help those involved in internet marketing services enhance their lead generation.

These include the necessity of developing service level agreements between sales and marketing, accelerating leads already in progress and optimising lead qualification to concentrate on those of higher quality.

Writing on the Marketing Sherpa blog, senior reporter Sean Donahue recommended advertisers use these ideas "as a framework to examine each aspect of your lead generation campaigns".

Earlier this month, the publication spoke to advertiser Michael McCathren, who stated that through enhancing the interactivity of the content of his email marketing messages, the clickthrough rate went up to 15 per cent.

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