1. The Case for Lead Generation

Lead generation involves identifying prospective customers and qualifying their likelihood to buy in advance of making a sales call. In short, it’s about motivating prospects to raise their hands.

Lead generation is the single most important objective of any business-to-business (B-to-B) marketing department. Other objectives, such as brand building, brand stewardship, public relations, and corporate communications are also on the list, to be sure. But, providing a sales force with a steady stream of qualified leads is job one.

When asked, senior marketing executives back this up. In a 2010 study, Marketing Sherpa asked chief marketing officers (CMOs) about the challenges they face. The top answer was “generating ...

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