number of leads they're able

[muniyaakter]

MH: How do you perceive the relative importance of lead generation versus demand generation in your marketing efforts? A: I've seen a positive shift in the perception of demand gen. B2B brands are increasingly aware that demand gen investment will drive long-term growth in their overall marketing and lead gen strategy. I'm not sure of the specific reasons for this shift but I believe it could be a side-effect of the fact that many B2B brands are seeing a reduction in the


to generate from gated content. MH: Which metrics do you rely on the most japan number screening for B2B demand generation? A: For most clients the ultimate metric is cost per acquisition at each stage of the funnel and, in particular, how demand gen can improve that number. Overall lead volumes are obviously important too, but crucially it's about cost - if demand gen can slash the cost of an SQL down by 20% then we're doing something right. MH: How do you successfully secure buy-in for investing in longer-term demand generation activities? A: Proof of concept is usually the most effective way to achieve buy-in. This may be through a pilot campaign using a limited budget or examples of previous successful initiatives with past clients.