Don't put the need for leads ahead of sound marketing strategy

12/5/2011 | B2C Marketing Insider

A lead generation strategy based on empirical data more likely is to produce results than an indiscriminate campaign, Christina Pappas argues. A sales-driven generic marketing strategy of going after anyone and everyone often wastes considerable effort. Lead generation should be based on the marketing department's experience with real-world data, so a company can truly own its target market, she writes.

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