1. Align sales and marketing on lead definition
MQL and SQL definitions should be agreed in writing.
2. Use multi-touch attribution
B2B buyer journeys span 8-12 touches. Single-touch attribution misses 90% of influence.
3. Pick 4-6 primary channels
More than that and you can't master any.
4. Invest in content as the foundation
Without content, you have nothing to promote.
5. Run retargeting always
Most B2B buyers visit a site multiple times before converting.
6. Build an SDR motion
Marketing-generated leads convert better with SDR engagement.
7. Test continuously
A/B testing creative, landing pages, audiences. Compound improvement.
8. Tie campaigns to specific business outcomes
Vanity campaigns get cut at budget cycle time.
9. Build a customer advocacy engine
Referrals are the cheapest pipeline source.
10. Measure by revenue, not by lead volume
Lead volume without revenue is noise.
Frequently asked questions
What's the most important demand gen best practice?
Align sales and marketing on lead definition. Without alignment, MQLs go nowhere.
CTA
Demand gen alignment with sales matters. CRUSH supports the back-end. [Book a Demo]
