Why Cost per Lead is a Bad Way to Measure Your Return on Lead Generation Efforts
Pointclear
AUGUST 11, 2016
For one, there is greater recognition that marketing should deliver qualified leads that are fully vetted, closeable and likely to convert through the buyer’s journey. Marketing must align its B2B lead generation activities and resources with deeper-in-the-funnel outcomes. The cost-per-lead metric accomplishes none of the above.
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