How to Calculate the True Lifetime Value of a Lead
Most lead generation decisions are made on cost-per-lead. It is a clean, auditable number: you spent £X and received Y enquiries, so each lead…
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Category: Lead Generation
Renting Audiences vs Building Your Own: A Lead Generation Reality Check
Most UK marketing budgets include a line for paid social, paid search or programmatic display. The rationale is familiar: reach a large audience quickly,…
Read moreLead Generation in 2026: Building Owned Audiences in an AI World
Lead generation in 2026 looks superficially similar to what it looked like five years ago: brands want new customers, and they need a reliable,…
Read moreHow to Acquire Customers You Actually Own
There is a difference between acquiring a customer and renting access to one. When you pay a platform to put your message in front…
Read moreQuality Over Quantity: Rethinking What a Lead Is Worth
Ask most marketing teams how they measure their lead generation programme and the first number they reach for is volume — how many leads…
Read moreLead Generation Trends to Watch in 2025
The conditions under which brands generate new customers are shifting more quickly than at any point in the past decade. The deprecation of third-party…
Read moreCo-Registration Explained: A Smarter Route to Opted-In Leads
Co-registration is a lead generation method that sits alongside paid search, display advertising and social acquisition, yet it is less well understood than any…
Read moreHow Guaranteed Cost-Per-Lead Campaigns Actually Work
Guaranteed cost-per-lead is one of those phrases that sounds too good to be true, so it tends to make experienced marketers cautious. The scepticism…
Read moreWhat Makes a High-Quality Sales Lead?
Ask a sales director what they want from marketing and the answer is almost always the same: better leads. Not more leads — better…
Read more7 Effective Lead Nurturing Tactics
Generating leads is only the beginning. To turn prospects into customers, you need a clear strategy. These seven lead nurturing tactics will help you…
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