2026-01-20 · 8 min

How not to feed sales empty leads

A cheap lead in complex B2B is often more expensive than an expensive one: it burns the team’s time.

In B2B, cost per lead is a misleading number. You need cost per SQL and a clear view of which buyer arrived.

Qualification starts in the offer and on the landing page: different roles, different doors.

Email nurture and content close the gap between interest and a conversation.

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