<div class="gn-article"><div class="gn-hero gn-reveal"> <div class="gn-hero__image"><img src="https://cdn.prod.website-files.com/687a235da6861294eec73166/69089ab1d711fcab232d4d5d_651d7ed619ccfa8b7ba0ed53_63457ab3fc890c7de1db3f4e_Event%252520Headers%252520-%252520August%252520and%252520September%252520(12)%252520(1)%252520(1)%252520(1)%252520(1)%252520(1).png" alt=""></div> <div class="gn-hero__head"> <span class="gn-kicker"><span class="dot"></span>Event · Expression</span> <h1 class="gn-title">Investing in Inbound - A Consolidated Approach to your Lead Generation Strategy</h1> <div class="gn-meta"> <strong>The GO Network</strong> <span class="pip"></span> <span>10 November 2022</span> <span class="pip"></span> <span>1 min read</span> </div> </div> </div> <div class="gn-event-meta gn-reveal"><div class="gn-event-meta__block"> <span class="gn-event-meta__label">When</span> <span class="gn-event-meta__value gn-date">Thu, 10 Nov 2022 · 09:00</span> </div><div class="gn-event-meta__block"> <span class="gn-event-meta__label">Where</span> <span class="gn-event-meta__value">Online</span> </div><div class="gn-event-meta__block"> <span class="gn-event-meta__label">Status</span> <span class="gn-event-status gn-event-status--recording">Past · Recording</span> </div></div> <div class="gn-body"> <p class="gn-lede gn-reveal">Channels, campaigns, commercials, KPIs - marketers spend an awful lot of time on metrics. Let's ensure we're making the most of them.</p> <p class="gn-reveal">In this session for marketing leaders assessing their digital performance metrics, we'll discuss what goes into a full funnel lead generation effort, the common threads across channels, how to prioritise the right metrics, and ultimately how to drive more valuable learnings from your inbound strategy.</p> <aside class="gn-callout gn-reveal"> <div class="gn-callout__label">On the agenda</div> <h4>On the agenda</h4> <ul> <li><strong>Getting started.</strong> Framing your current lead generation efforts, and the building blocks of a more holistic understanding of your performance.</li> <li><strong>Defining your approach.</strong> Common challenges in understanding the success of your lead generation, and how to avoid them.</li> <li><strong>Driving growth.</strong> Practical guidance for updating your lead generation performance, reporting, and processes when it comes to channel activation.</li> <li><strong>Continuous improvement.</strong> Refining your lead generation strategy, specialist support, and final considerations for your strategy.</li> </ul> </aside> <div class="gn-speakers gn-reveal"> <h3 class="gn-speakers__title">Speakers</h3> <div class="gn-speakers__grid"> <div class="gn-speaker"> <div class="gn-speaker__info"> <span class="gn-speaker__name">Dave Karellen</span> <span class="gn-speaker__role">Head of PPC · Dark Horse</span> <a href="https://www.linkedin.com/in/dave-karellen-66047438/" class="gn-speaker__link" target="_blank">LinkedIn →</a> </div> </div> <div class="gn-speaker"> <div class="gn-speaker__info"> <span class="gn-speaker__name">Julia Payne</span> <span class="gn-speaker__role">CEO · Incisive Edge</span> <a href="https://www.linkedin.com/in/juliapaynemarketingfortechcompanies/" class="gn-speaker__link" target="_blank">LinkedIn →</a> </div> </div> </div> </div> <p class="gn-reveal">Got a specific challenge? This industry workshop will allow you to ask key questions that shape the conversation, register below to reserve your place.</p> </div></div> <aside class="gn-related gn-reveal" data-auto="related-reading"> <div class="gn-related__label">Related reading</div> <ul class="gn-related__list"> <li class="gn-related__item"> <a href="/articles/content-marketing-the-risks-and-rewards-elyua" class="gn-related__link"> <span class="gn-related__category">Expression</span> <span class="gn-related__title">Content Marketing: The Risks and Rewards</span> <span class="gn-related__excerpt">Agency experts reveal how to avoid landfill content, integrate activity through the funnel, and build a content strategy that drives real bu</span> </a> </li> <li class="gn-related__item"> <a href="/articles/investing-in-inbound-a-consolidated-approach-to-your-lead-generation-strategy" class="gn-related__link"> <span class="gn-related__category">Expression</span> <span class="gn-related__title">Round-up: Investing in Inbound with Incisive Edge and Dark Horse</span> <span class="gn-related__excerpt">Dark Horse and Incisive Edge break down the 5 building blocks of full-funnel inbound, the metrics worth tracking, and the common mistakes dr</span> </a> </li> <li class="gn-related__item"> <a href="/articles/investing-in-social-building-your-integrated-paid-and-organic-strategy" class="gn-related__link"> <span class="gn-related__category">Expression</span> <span class="gn-related__title">Investing in Social - Building your Integrated Paid and Organic Strategy</span> <span class="gn-related__excerpt">Balance awareness with lead generation using a hybrid social approach. Get practical frameworks for channel objectives, resource allocation,</span> </a> </li> <li class="gn-related__item"> <a href="/articles/when-and-how-to-invest-in-account-based-marketing" class="gn-related__link"> <span class="gn-related__category">Expression</span> <span class="gn-related__title">When and How to Invest in Account-Based Marketing</span> <span class="gn-related__excerpt">Only 17% of marketers use ABM. Find out when to invest, how to align it with inbound, and which metrics prove performance for your agency.</span> </a> </li> </ul> </aside>