Data quality will make or break your lead gen strategy

On the surface, not much has changed about B2B lead generation, but the infrastructure behind the data is more vital than ever.

By ,
Head of Content & Media
Published on May 6, 2026 • Last updated on May 6, 2026 • 2 minutes read

Table of Contents

    Spy on Any Website

    Get traffic data and keyword intel on competitors instantly.

    The surface mechanics of lead generation — the forms and follow-ups — haven’t changed much in years, but the volume, velocity, and complexity of data interactions have changed dramatically. 

    But modern lead gen is built on automated nurture sequences, AI scoring models, and predictive analytics, making the infrastructure behind the data more vital than ever.

    In this episode of Conversations with MarTech, Jason Gladu, chief operating officer at Convertr, discusses why successful modern lead generation strategies must treat data quality as a precondition rather than an afterthought. 

    The costs of neglecting your data are too high, and include  significant risks, including compliance issues like GDPR violations and “media waste,” where sales teams waste expensive time pursuing non-existent leads.

    You don’t want to learn the hard way what happens if AI tools pick up unverified or synthetic data or your company targets individuals without proper consent.

    Episode guide

    1:04: Meet Jason Gladu
    1:46: What’s changed about lead generation in the past 15–20 years?
    4:21: What does a successful modern lead gen strategy looks like, and what prevents businesses from reaching it?
    8:47: The risks and rewards of AI in lead generation
    13:12: Where to start if you’re unsure of your data quality

    Follow Conversations with MarTech on:

    Conversations with MarTech

    MarTech is owned by Semrush. We remain committed to providing high-quality coverage of marketing topics. Unless otherwise noted, this page’s content was written by either an employee or a paid contractor of Semrush Inc.

    Related topics

    Conversations with MarTech
    Mike Pastore
    Head of Content & Media

    Mike Pastore is the Head of Content & Media at Third Door Media, the publisher of the Martech and Search Engine Land websites and the producer of the SMX and MarTech Conferences. In nearly three decades in B2B marketing, Mike has worked as an editor, writer, and marketer. He first wrote about marketing in 1998 for internet.com (later Jupitermedia). He then worked with marketers at some of the best-known brands in B2B tech, creating content for marketing campaigns at both Jupitermedia and QuinStreet. Prior to joining Third Door Media as the Editorial Director of the MarTech website, he led demand generation at B2B media company TechnologyAdvice.

    View Author Profile
    Google

    Add us as a preferred source on Google

    Google's "preferred sources" feature allows users to customize their search results by selecting news outlets they want to see more often in the "Top Stories" section.

    Add Martech Now

    Related Articles

    Related Articles