This article originally appeared on Convince & Convert
There was a time a few years ago when every new marketing innovation was about reaching more eyeballs as quickly as possible. Everyone was scrambling to bring in new names, increase the number of people in the database, and get in front of fresh prospects.
But then came the hard part: actually converting those prospects into engaged, paying customers. Converting the net-new leads into net revenue is something you can’t fix with just a few pieces of new technology and an ever-growing list of names.
The bigger battle is actually doing something with those leads. If you’re still incentivizing your marketing team on new leads rather than the number of people it converts, you’re living in the past. Here are just a few ways marketing leaders can evolve beyond the mass approach.
Meet Justin Gray
Justin is a serial entrepreneur and the CEO and founder of LeadMD, the world’s largest revenue operations agency having implemented over half of the Marketo user base. Justin has made a career of launching successful companies and scaling them, with successful exits of over 200MM+ in the last decade. Justin’s latest endeavor launched in 2016 when he co-founded Six Bricks an online learning startup designed to combat employee and customer churn through experience-based education. Over the past 10 years, Justin has emerged as a strong voice for entrepreneurship, marketing and culture. As a recognized speaker, Justin has been published over 350 times in industry publications and holds his own column, Tribal Knowledge in Inc., while writing for Entrepreneur, Tech Crunch and others. Justin and his wife Jennifer met over marketing and three years later welcomed their son, Grayson, into the world in April of 2017.