Lead generation is among the chief priorities for marketing teams at any B2B organization. A great deal of time and money is spent seeking out the initial pool of potential customers—those most likely to be interested in or in need of your organization’s offerings. Pre-qualifying customers is designed to make campaigns more efficient and more effective, but how much does a lead really cost in relation to the potential return?

Here’s a breakdown of how lead generation actually works, and how much more expensive it can be as you get closer and closer to your target audience. Be sure to take a look at some new approaches and recommendations that can help drive down the cost of lead generation while improving your results.