Lead generation 'can be like dating'

Consumers do not like to give away too much information when they are first approached by marketers, according to an industry insider.
Marketers should think of lead generation as similar to dating when they ask for information about customers, an industry insider has suggested.
Chief marketing officer of Market2Lead Kevin Joyce claimed that web forms should only ask for simple things such as an email address initially.
He pointed out that as the relationship with the consumer progresses then deeper questions can be asked.
Mr Joyce highlighted a person's social networking address as the sort of information that marketers should not ask for at first.
"You don't ask for a complete medical history on a first date. Likewise, with a first web form, you should only ask for some basic information," he said.
A study by Pontiflux and Harris Interactive revealed that 96 per cent of adults who filled in a web form were happy to provide their email address.
Last week, a spokesperson for True suggested that marketers should encourage customers to talk about products, because this can often be an effective form of lead generation.

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