I wanted to pose a general lead quality tracking question to the community: What measures do you use to determine whether or not a lead generation activity was a success? How do you determine the quality of the leads from this program?
What reports do you use? In Marketo? In Salesforce? Any special fields that populate with this type of activity? (i.e., sourcing fields, MQL trigger fields)
Any other considerations?
I am trying to figure out what types of lead gen activities (webinars, emails, content offers, etc.) generate the highest quality of leads. Since there are a million ways to accomplish this, I wanted to see if anyone else is doing anything cool to determine this.