The surface mechanics of lead generation (the forms and follow-ups) haven’t changed much in years, but the volume, speed, and complexity of interactions with data have changed dramatically.
But modern lead generation relies on automated nurturing sequences, AI scoring models, and predictive analytics, making the infrastructure behind the data more vital than ever.
In this episode of Conversations with MarTech, Jason Gladu, Director of Operations at Convertr, explains why effective modern lead generation strategies must treat data quality as a prerequisite rather than an afterthought.
The costs of neglecting your data are too high and carry significant risks, including compliance issues like GDPR violations and “media waste,” where sales teams waste costly time chasing non-existent leads.
You don’t want to learn the hard way what happens if AI tools collect unverified or synthetic data or if your company targets individuals without proper consent.
Episode guide
1:04: Meet Jason Gladu
1:46: What has changed in lead generation over the last 15-20 years?
4:21: What does a successful modern lead generation strategy look like and what’s stopping businesses from achieving it?
8:47 a.m.: The risks and rewards of AI in lead generation
1:12 p.m.: Where to start if you’re unsure of the quality of your data
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Mike Pastore is Head of Content and Media at Third Door Media, the publisher of the Martech and Search Engine Land websites and the producer of the SMX and MarTech conferences. For nearly three decades in B2B marketing, Mike worked as an editor, writer and marketer. He first wrote about marketing in 1998 for internet.com (later Jupitermedia). He then worked with marketers from some of the most well-known brands in B2B technology, creating content for Jupitermedia and QuinStreet marketing campaigns. Before joining Third Door Media as Editorial Director of the MarTech website, he led demand generation at B2B media company TechnologyAdvice.
