Recently, I have observed a number of businesses trying to use b2b demand generation services in a bid to reach qualified leads in a more productive manner. This is the generation of contacts within identified businesses, which are most likely to be converted to clients, and the nurturing of these contacts. There is active interest and engagement. What I would like to learn from others is how success is measured in these programs. Do you pay more attention to the lead, the cost of acquisition, or the pace of deals moving? Also, these send out campaigns – how do you balance personal messages with the need to reach a large number of people? Lets pool our ideas, successes, and failures so that we all can improve our approach and continue to make marketing investments that change the conversation from the filling of funnels with unqualified traffic.