Introduction

If you scroll through LinkedIn for a few days you would think that everyone is running demand gen and lead gen is a thing of the past—it's not. We've talked to several hundred companies this year and 99% are still running lead gen. An entire generation of marketers believes that an email address is the most important thing you can get from your audience. It’s why we see gated ebooks and reports as the primary content source for entire companies. But why are so many companies still doing this? It's not an effective go-to-market strategy and sales teams can get the same leads (and more) cheaper using tools like Zoominfo and Cognism.

The end goal of marketing is to drive high-quality hand raisers that WANT to talk to sales. And that is exactly what Carl and Cassidy are going to talk about in this episode.

In fact, as the title alludes to, Carl is putting his money where his mouth is if you can prove (with data) that you're running a profitable lead gen strategy that wouldn't be better served being allocated elsewhere.

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