Set clear objectives for your lead gen campaign
Each lead generation or lead gen campaign will have different objectives, but there are common best practices each follows. Some campaigns will focus on education and creating a first contact. Others may try to encourage customers to participate in a free trial of the product/service, participate in an event, or take advantage of a discounted offering. You may simply wish to get back in touch with current customers to let them know about your latest features or complementary offerings. Setting clear objectives will help guide messaging, allotted resources, and help define campaign success.