One pitfall marketers face when creating lead gen programs is focusing too much on the strategy behind a campaign and how to execute it properly. But CMOs need to start identifying what they want to achieve with lead gen programs before planning everything out, as setting sales goals and
revenue targets is one thing, while mapping what outcome you want a campaign to have is very different.
Louis Foong digs into the topic in this story from Business2Community, check it out to see how focusing on positive outcomes can help with lead generation.
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