1. Core Belief: Demand crea*on requires a partnership of adver*ser, agency and
willing consumer.
Tenant: Lead genera*on is a value exchange between audience and adver*ser.
Inspira2ons: 8+ years of Demand Crea*on/Lead Genera*on/Content Mktg programs
Principles: Companies (especially B2B adver*sers) assign overinflated value to the
raw metric of “numbers” of leads. More important is what the consumer’s process
has been to engage with the adver*ser and fulfill the need for obstacle‐overcoming
content and endorsement. Only when value has been provided to the customer and
they’ve self‐qualified can the full measure of success be analyzed. Adver*sers have a
responsibility to their clients to provide content and to their partner agencies to
provide data and conversion rates for op*miza*on. Leads don’t appear in a vacuum,
and agencies need to be able to help with the full funnel from awareness to
considera*on, decision and purchase.
Support: Sirius Decisions conversion rate metrics
Marketing Leadership – Philosophy of Lead Generation
MaShew D. Weinland Marke*ng Leadership Proven Results