Volume isn’t always (or even usually) better when it comes to leads.
Someone who fills out a form on your website, or signs up for your newsletter is a name. Someone who fills out that form AND has the qualities and demographics of your ideal customer – now that’s a lead! Capturing names for the sake of bulking up your email or contact database doesn’t necessarily do you any good. There comes a point where it takes more time and energy to tend to those leads than the revenue you may generate from them.
Read this Marketo blog post to learn more about lead volume in B2B demand generation.