Because lead generation is the first step of the sales process, both quality and quantity are important factors. Quality leads are leads that a salesperson has a good chance of closing, which means they must at least have the potential to become customers. Every lead list will have a number of junk leads – people who are not qualified to buy the product for some reason – but the smaller the percentage of bad leads, the less time salespeople will waste while processing that list. Quantity is also important because even a salesperson with a list of 100% good leads won't be able to close every one of them.
A sales qualified lead is nearly ready to make a purchase, but may have more specific questions or needs to be addressed by the sales team. At this stage, sales staff continues nurturing the relationship that marketing initiated. Because these leads have already been qualified, they are more likely to turn into sales, and the latter part of the sales cycle tends to move more quickly. Strong marketing-sales alignment can result in more effective lead generation and higher conversion rates.

If you want to convert the visitors that come to your landing pages and take your lead gen to the next level, you’ve got to continually test out your landing page elements, including the headline, subtitles, bullet points, call-to-actions and more. Consider this a prime piece of real estate in your marketing strategy. In other words, take advantage of what is to offer and experiment with what drives the best results. 
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CMOs must come up with effective strategies to attract prospects online, turn them into leads, and then convert them into customers. There are many obstacles in the way — increased online competition, consumer reviews on social media and review platforms and the evolution of consumers’ online behavior when it relates to interacting with advertisements.
Cost per click advertising (e.g. AdWords, Yahoo! Search Marketing) overcomes this problem by charging advertisers only when the consumer clicks on the advertisement. However, due to increased competition, search keywords have become very expensive. A 2007 Doubleclick Performics Search trends report shows that there were nearly six times as many keywords with a cost per click (CPC) of more than $1 in January 2007 than the prior year. The cost per keyword increased by 33% and the cost per click rose by as much as 55%.
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