B2B Lead-Generation Success: The Formula Of The Four Multiples

©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.


My father used to say, “If you live long enough, you see history repeat itself.” After 30-plus years as a B2B marketer, I can attest to the wisdom of his adage as it applies to lead-generation success. It has become clear that regardless of the vertical industry, product or service being marketed, decade, price point, or  length of the sales cycle, the basic formula is the same. It’s what I call “the formula of the four multiples.”

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