The Big Book of Lead Generation Strategies

Introduction: Answering the Question of Revenue

It’s an all too common scenario: marketing managers improve results on a program level — email click throughs or social shares on blog posts — but the executives responsible for allocating budget remain unimpressed by these metrics.

They don’t believe that Marketing is contributing enough to the bottom line. And too often, they’re right.

Measuring marketing success on a program level isn’t going to increase Marketing’s stature inside the organization, because those metrics can’t be linked to revenue.

What marketers need to focus on is the degree to which their efforts deliver a steady stream of opportunities to Sales. Increasing Sales’s productivity is a surefire way to attribute revenue to Marketing and solidify the department’s position within the company.

At some point over the next few years, all marketing departments will have this conversation. Marketing has become sophisticated (and expensive) enough that CFOs and CEOs want something in return for their ongoing investment.

Bringing in more revenue starts with lead generation, and that’s exactly why this guide details a range of strategies — complete with data and case studies — that will help you create more leads for your colleagues in Sales.

Let’s get started.