When Melissa Marron recently checked out the lead-generation-related results of the MarketingProfs' Marketing ROI & Performance Evaluation Study, it prompted her to ask this question of her fellow B2B marketers: "Why do we have to think of [lead] quality and quantity as mutually exclusive?"

And in a recent post at My Educated Guess, she presents her arguments for not having to choose between the two. She offers her tips to "drive quantity AND quality from your lead-gen campaigns." Among her suggestions:

Select both primary and secondary lead goals. Marron cites a campaign for a recent client whose primary goal was quality leads, with a secondary goal of quantity. Her team created two plans based on different target audiences, and "delivered a low CPL along with a bucket of highly qualified leads."

Create content that drives both quantity and quality. Employ content that requires "lower-level engagement (white papers, webcasts, videos) to satisfy your need to drive a high volume of leads," while also syndicating trials and demos that attract those further along in the purchase cycle (quality leads), she advises.

Segment your lead delivery. Make sure your leads are delivered based on whether they satisfy your quality or quantity requirements, Marron says, and request segmented spreadsheets on a daily or weekly basis to compare the two sets of results.

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