Enterprise B2B marketers face a conundrum. Businesses needs to drive growth and lead generation is a key way the business expects marketing to contribute.
However, sales cycles are long. It can take months, even years, before marketing is able to prove the value of lead generation efforts with revenue. And you can’t afford to wait that long to optimize your investment and show results.
The first article in this series on publisher lead generation programs looked at the cost of lead generation programs. Here we will look at how to measure and optimize your program effectively in the face of long sales cycles. [Read more…]