Why All Leads Are Not Created Equal

When it comes to paid B2B demand generation, receiving only the standard information a lead provider generates for you on a lead form is just not enough. Information about a lead’s origin and activity history, topics of interest, quantity and recency of research are key indicators of receptiveness and readiness to convert. While not as black and white as spreadsheet demographics, this info is completely knowable and quantifiable, and should be a core part of evaluating lead vendors.

In this white paper, we take a look at common tactics that many lead providers and media partners are taking in order to ensure they fulfill on your demand generation “goals” – and what you need to know before signing on the dotted line.

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