White Paper: Data-Driven B2B Lead Generation

It’s Time to Rethink Lead Generation

In this white paper, Sandra Zoratti, consultant, speaker, author and CMO of Dispersive Technologies, and Rich Roberts, senior vice president of BusinessOnline, share with you how to create a data-driven lead generation approach that delivers revenue.

Lead generation is the lifeblood on which most B2B businesses are built and sustained – but traditional techniques have become anemic when it comes to producing quality leads. According to BtoBonline, a whopping 70% of marketing budgets are currently allocated to new customer acquisition initiatives. While this underscores the importance of customer acquisition, IDC reports that a startling 61% of marketers find high-quality lead generation problematic.

There’s a valid reason for this gap: Techniques and approaches to lead generation have completely transformed in the last decade. With the explosion of digital channels, the abundance of information, the scarcity of attention and the buyer-in-control economy, it is imperative that marketers master new and effective ways to attract prospects. Only then will marketers be able to close the gap and remain viable and valuable to their CEOs and businesses. 

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