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“B2B companies primarily use paid social for lead gen campaigns because of the outdated demand waterfall models and requirements for digital touchpoint-based attribution.

‘Download’ was the most popular CTA, indicating that B2B companies are still using paid social to drive downloads of gated PDFs (shhheeeesh!)

The average cost was $126 to get someone to maybe open the PDF. Based on the data, I estimate the lead-to-win % to be 0.3%. That means Sales needs 333 “leads” to win 1 deal, which is terribly inefficient.”

- Chris Walker

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