Stop treating lead quality and volume as opposites
Getting more leads and getting better leads require different signals, tactics, and metrics. The business objective should determine which comes first.
Contributor
Melissa Washburn's latest articles
Marketing artificial intelligence (AI)
AI is making creative the new targeting
As Google, Meta, and TikTok automate audience targeting, your headlines, images, and videos are becoming the strongest signals for who sees your ads.
Why the future of marketing looks like product management
Marketing leaders are shifting from channel optimization to product thinking, connecting media, UX, data and outcomes across the entire customer journey.