In order to create a successful business-to-business lead generation programme, it is essential that companies maintain a positive outlook and "establish the right mindset", an industry expert has said.

Mike Sweeney, posting on the Web 2.0 Journal blog, observed that unless such an attitude is assumed from the outset, it is inevitable that the programme will fail, either on the runway or earlier.

He further emphasised that those involved in online PR would discover a multitude of marketing vehicles to choose from when implementing lead generation campaigns, such as social media, display ads and pay per click.

Each of these need to be considered before putting in place such strategies, as "many of these vehicles can impact your lead generation program even if you’re ignoring them from a time and money standpoint".

Further tips were recently offered by Patricio Robles of Econsultancy, who suggested that brands group data fields together on consumer forms, as difficult documents can reduce the chance of conversions.

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