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What is something that companies can do to leverage their lead generation investment? Get more out of your prospecting by profiling your target market. In other words, use your B2B lead generation programs to gather intelligence about your prospects as you interact with them through teleprospecting or email or webinars or social media marketing. This strategy enables you to start ranking them to find out how good a prospect they are and updating that ranking over time to understand how good a prospect they are in future quarters and years. Then, target them based on that information to educate them over time. So, what are the qualification questions you ask every prospect to determine how strong of a prospect they are for your solution? Find those out as many time as you can each prospect interaction. Then, even add some industry trend-type questions, maybe formulate some multiple choice answers to all of these questions and use the responses to create a research report that can be published and used as a marketing asset for your future B2B marketing campaigns. Talk about effective campaign development. Here's an example (http://bit.ly/gVqS9l) of what it could look like. Set yourself apart as a thought leader in your industry. If you are interested in more, visit their website. Apollo's central hub for up-to-date B2B marketing, lead generation and nurturing information and best practices: http://blog.apollosmg.com Apollo Sales & Marketing Group http://www.apollosmg.com