More than one-quarter of business-to-business marketers have no lead-qualification program and almost a quarter of them set goals based on total lead generation, rather than qualified leads, according to a Pardot survey. David Cummings, Pardot's CEO, says those results may reflect a legacy of past thinking about lead generation, as formal lead-nurturing of marginal prospects are embraced by less than two-thirds of respondents. Cummings predicts better technologies will change how businesses think about leads, as the sector develops the ability to see beyond a lead's first contact with a brand.

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