Leads Generated

What is Leads Generated?

Leads Generated refers to the count of unique individuals or accounts that enter your marketing funnel over a specific period—via inbound, outbound, or partner efforts.

A “lead” typically includes basic identifiable information (e.g., name, email, company) and is someone who has taken an action that signals interest. Examples:

• Filled out a demo request form
• Downloaded a gated eBook
• Registered for a webinar
• Started a free trial
• Engaged with outbound email and responded

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Why Leads Generated Matters in B2B SaaS

• Top-of-Funnel Health Indicator – It tells you if your campaigns and content are attracting potential buyers
• Essential for Pipeline Growth – No leads = no MQLs, SQLs, or revenue
• Baseline for Funnel Metrics – Feeds into conversion rates, CPL, and CAC
• Helps Test Channels & Campaigns – A leading signal for GTM experiment performance
• Aligns Marketing with Revenue – Lead volume is often the first KPI tied to marketing contribution

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How to Measure Leads Generated

1. Define “Lead” Consistently Across Channels – Avoid inflating the number with unqualified contacts
2. Track Net-New Leads Only – Exclude duplicates, test submissions, or existing contacts
3. Use CRM + MAP Integration – Ensure Salesforce, HubSpot, or Marketo is correctly logging source, timestamp, and lifecycle stage
4. Segment Leads by Source – Break down by inbound, outbound, partner, paid, organic, etc.
5. Attribute to Campaigns – Understand what’s actually driving lead generation (not just traffic)

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Best Practices to Drive Higher-Quality Leads

• Target High-Intent Content Offers – Like pricing pages, demos, or ROI calculators
• Run A/B Tests on CTAs and Forms – Small changes = major impact on lead flow
• Improve Audience Segmentation – Target ICPs by job title, firmographic, and pain point
• Add Qualification Questions – Even in marketing forms to filter out junk
• Ensure Fast Lead Routing – Follow-up delay kills lead value