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New Lead-Generation Tactics Harnesses Multiple Channels

Lead gen isn't just about message volume, it's about reaching the right audience at the right time.

This story appears in the January 2011 issue of Entrepreneur. Subscribe »

An interesting thing is happening with what used to be distinct categories of businesses: Retailers who sell in multiple channels, direct-response devotees and companies interested in brand-building are all turning to similar tactics.

At one time, multichannel retailers sold mostly in stores and through catalogs and call centers. These days, with catalogs under siege from mailing costs and eco-conscious shoppers, those same sellers want to learn about e-commerce and via mobile.

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