Nearly 90% of the brands we speak to want more enquiries, more prospects, more form-fills, more leads... in a nutshell, everyone wants more RoI.
The lead generation process and campaigns—and hence the demands and metrics—are different for B2B and B2C brands.
Other factors that affect lead generation campaigns are the product category, product type and costs involved. Is it a TV that is bought once in 5 years, or a T-shirt that is bought multiple times a year? Is it a luxury item (like a handbag), a recurring purchase (like coffee) or a one-off novelty purchase (Star Wars drone, for instance)? How much does the product or service cost? Is it low-volume high margin or high-volume low-margin?
All these parameters impact the customer purchase journey, and hence the lead generation campaign.