Step 3: Measure

Improving lead quality and qualification

The connection between engagement and intent

The study:

The findings:

The impact on lead generation:

Garnering more attention from your prospects will result in better commercial outcomes
Content needs to capture attention to drive lead quality

STAS = Short Time Advertising Strength; measured sales uplift

The MarTech boom in the 2010s brought systematization to lead routing and scoring - removing manual processes and supplying consistency to the MQL
How does a modern lead scoring model work? What are the pitfalls of the approach?
How does this tie into measuring intent? How should this be used to improve lead quality?
How does interactive content provide a new opportunity for marketers?
What will this look like in the future? Does AI have a role to play?