Lead generation is dead. Yawn.

lead_generation_is_dead-1

This blog on Bizible was published 18 months ago, but I’m highlighting it as a great example of the invention of a buzzphrase – in this case ‘Pipeline Marketing’ – to label a process that most of us have been following for years. Everything here is relevant, except the labeling.

Focusing just on leads causes misaligned goals with sales (leads vs. revenue) and media teams optimizing for cost per lead rather than true business growth.

Once you consider all this, it’s not a bit surprising that 99% of leads never convert into customers, according to Forrester.

Read the full article at Bizible.

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