Is everything in marketing about leads? Leads will only take you so far, so perhaps it’s time to shift your focus from lead building to actions that drive revenue instead.
Jason Widup, VP of Marketing, and Mark Huber, Head of Brand & Product Marketing at Metadata, explore how to move beyond just lead building and work closely with sales to improve your lead generation strategy.
Why marketing should move beyond just lead building
How to develop a good working relationship with sales
How to measure the effectiveness of lead generation
Watch the full session to learn more about turning leads into real revenue.
0:00 – 0:33 Introduction
0:34 – 1:53 How Metadata introduced Jason to the idea of focusing on pipeline and revenue
1:53 – 4:03 How to not make the shift to pipeline and revenue
4:03 – 7:01 Jason’s experience of joining Metadata
7:01 – 11:45 How Metadata tried to drive demo requests
11:45 – 16:37 Why you should be closely aligned with your sales team
16:38 – 21:53 How to measure the right KPIs for lead generation
21:54 – 25:10 Small changes you can make before making a big shift towards pipeline and revenue
25:11 – 29:09 Can you measure gated content?
29:09 – 32:43 Are MQLs dead?
32:43 – 33:14 Why relationships in your team are crucial