The goal of lead generation is simple: Get the greatest response from your marketing efforts by offering prospects the ability to contact you in any manner they choose.
You can’t try to funnel everyone to the Web because you want it that way. If the person reading your advertisement or direct mail piece isn’t next to their computer, they will most likely fill out the reply card or pick up the phone and dial your toll-free number. But if you haven’t used a reply card or placed a toll-free number in a prominent place, the potential customers will say to themselves:
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