The January myth
‘January is not a good time for lead generation’. There is a common misconception in some parts of the market that it is best to wait until later in the year, opinions varying from late February to April, to start lead generation campaigns. This is predominantly based on the thought process that the Australian market combines Christmas with summer and hence things slow down over this time. Some organisations then make a decision to hold off on proactive marketing until, in their minds, everyone is back at work.