Is everything in marketing about leads? Leads will only take you so far, so perhaps it’s time to shift your focus from lead building to actions that drive revenue instead. Jason Widup, VP of Marketing, and Mark Huber, Head of Brand & Product Marketing at Metadata, explore how to move beyond just lead building and work closely with sales to improve your lead generation strategy.  Find out:Why marketing should move beyond just lead buildingHow to develop a good working relationship with salesHow to measure the effectiveness of lead generationWatch the full session to learn more about turning leads into real revenue.0:00 – 0:33 Introduction0:34 – 1:53 How Metadata introduced Jason to the idea of focusing on pipeline and revenue1:53 – 4:03 How to not make the shift to pipeline and revenue4:03 – 7:01 Jason’s experience of joining Metadata7:01 – 11:45 How Metadata tried to drive demo requests11:45 – 16:37 Why you should be closely aligned with your sales team16:38 – 21:53 How to measure the right KPIs for lead generation21:54 – 25:10 Small changes you can make before making a big shift towards pipeline and revenue25:11 – 29:09 Can you measure gated content?29:09 – 32:43 Are MQLs dead?32:43 – 33:14 Why relationships in your team are crucial33:14 – 34:26 Outro