The Cost-Per-Lead Fallacy in Measuring B2B Lead Generation Investments (Pt 3 of 3)
ViewPoint
MAY 3, 2012
The introductory post in this series addressed the problems and costs of applying the cost-per-lead metric to measure the success of B2B lead generation investments. In the second post, we looked at elements of a complex sale that impact B2B lead generation costs. Let’s now turn our attention to the characteristics the right marketing metrics should have and then use those characteristics to clearly identify the marketing KPIs needed to correctly measure lead value in B2B lead generation.
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