Guide to B2B Marketing: Lead Generation Plan Playbook and Toolkit
Keka Cobb, VP of Marketing and Demand Generation at Sunstone Partners, talks through the elements of the Lead Generation Plan Playbook in this Guide to B2B Marketing. She provides a step-by-step guide to creating a comprehensive lead generation plan. It includes a table of contents, frameworks, and tools to help understand and improve lead generation processes.
Stages include understanding lead generation, planning your strategy, defining what a lead is, implementing technologies, executing lead generation programs, and evaluating program ROI.