Lead generation can be a challenge for B2B marketers. On the surface, the more leads that you generate, the lower the cost per lead (CPL) is and the better you feel about the elements of the marketing campaign. To take this one step further, it is essential to understand who these leads are, what they are costing you and what next steps should take place to ensure the leads are on-target to the audience you want to reach. These insights can help your organization set goals and budgets for the current marketing campaign and any in the future.
