Small businesses are always on the hunt for better ways to get clients in the sales pipeline, and growth strategist Ryan Caligiuri said there are some good ways to generate leads that can be very efficient for businesses.

In a special for Toronto's The Globe and Mail, Caligiuri said businesses should always focus on tactics that will bring back a good return on investment, such as marketing automation and CRM software. He also said money should be spent on tactics that will allow people to start connecting and creating relationships with those in the marketpalce.

"Rather than stick up an image advertisement, focus on tactics where you can offer direction to participants and kick-start relationships," Caligiuri said. "Such tactics could include direct-response advertising, special events, seminars or webinars."

Many small business marketers have found that mixing up their strategies and using a variety of tactics will net them the best return on their investment. However, versatility may not be enough, as marketers need to make sure they are frequently testing their campaigns to ensure they are getting the positive results they expect.

Entrepreneur.com said marketing businesses need to take advantage of social sharing buttons by asking themselves if they would share a link or email before creating it, and making sure they express themselves and their opinions clearly to generate conversation.