Truth 16. Using lead-generation tactics to build your list

Generating quality leads is at the top of the list for most marketers, particularly with business-to-business (B2B) companies where one conversion of a lead into a client can pay for an entire marketing program's annual budget. If you fall into this category, you are likely evaluated on the ability to generate a certain number of qualified leads on a budget. Sound familiar? You are probably also expected to groom current email efforts into a well-rounded, award-winning program. So, why not kill two birds with one stone?

Typical online lead-generation campaigns collect email addresses from prospects that companies know are interested because they acted on an ad, downloaded a white paper, ...

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