Traditional lead-generation solutions do little to combat inefficiencies because they concentrate too much on "today"—focusing on micro-conversions such as click-through and open rates, for example. This strategy generates leads, but leads unaccompanied by any evidence or facts that could assess the probability of these leads becoming customers. And as we all know, leads alone do not make customers.
Lead generation often ignores the bigger picture, which should always be converting leads to customers. If you have insight into how your customers behave, you have a better idea of what to do—and when to do it—for each of your future customers. That's the kind of insight that could make you smarter, more efficient and much more productive.
We at Bulldog believe that there is a critical difference between lead marketing and lead generation. It's the difference between a strategy and a tactic. Lead marketing gives you the big picture and allows you to convert leads to customers and revenue. That should be the one objective toward which all marketers should be working.