White Paper : 7 Reasons Why Your B2B Demand Gen Sucks
Leads. It’s a loaded term, evoking at once both triumph and horror.
The term also triggers many important questions:
Why are the quality of leads so highly varied?
Why do almost all lead lists suck?
And why do so many marketing and sales efforts struggle, causing these two groups to distrust one another?
There is both bad and good news about the answers to these questions.
The bad news:
The reasons lead lists are almost always diffuse and ineffective stem from fundamental mathematical realities and complexities of the list-creation process.
The good news:
Using data science, we can navigate the mathematical minefield that surrounds the task of generating high quality lead lists.
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