We’re in San Francisco for our 6th annual B2B Marketing Summit, and this year we’re trying something a little different. In addition to the Case Studies and panel discussions attendees have come to expect, we’re kicking off the event with a new feature we hope will help marketers process all the information that you typically have to absorb at one of these shows.

Dr. Flint McGlaughlin, Director, MarketingExperiements, and Brian Carroll, CEO, In Touch, are leading a training session this morning to outline the top five ways to improve your lead gen programs. They’ve identified the five key “levers” that make the fine-tuned lead generation machine run.
Those levers:

1. Increase campaign response rates to drive more inquires
2. Optimize lead qualification to focus on “high quality” leads for sales engagement
3. Develop Service level agreement between marketing and sales to increase lead acceptance
4. Intensify leads in the marketing funnel with lead nurturing
5. Accelerate leads currently in sales pipeline

Think of those five levers as a framework to examine each aspect of your lead generation campaigns. Look for tweets and blog posts over the next two days, and a summit wrap-up report next week, that will use those levers to help categorize great lessons learned, key takeaways and data points from the show.

And we’re off…