Resources
Intelligence for
acquisition leaders.
Frameworks, guides, and strategic analysis from the Lead Gen Lab team — built for marketing leaders who make decisions based on data, not opinion.
Editorial
Strategic analysis and frameworks.
The Cost-Per-Acquisition Trap: Why Most Paid Media Teams Optimize for the Wrong Metric
CPA is a useful signal, but optimizing for it in isolation creates a systematic bias toward low-quality leads. Here's how to build a measurement framework that connects acquisition cost to actual revenue.
The 5-Stage Funnel Audit: A Systematic Framework for Identifying Conversion Bottlenecks
Most funnel audits stop at the landing page. A complete funnel audit maps every touchpoint from first click to closed revenue — and identifies the specific stage where qualified prospects are exiting.
Multi-Touch Attribution for Non-Technical Marketers: A Practical Implementation Guide
Multi-touch attribution sounds complex, but the core concept is simple: credit every touchpoint that contributed to a conversion. This guide walks through model selection, implementation, and interpretation.
First-Party Data Strategy: Building Audience Intelligence That Survives Cookie Deprecation
Third-party cookie deprecation is not a future problem — it's a present one. Companies that build first-party data infrastructure now will have a structural acquisition advantage for the next decade.
Automated Bid Management: When to Trust the Algorithm and When to Override It
Platform-native bid automation has improved dramatically, but it still requires human oversight to prevent systematic errors. This guide defines the thresholds and conditions that warrant manual intervention.
Closing the Loop: How to Connect Marketing Acquisition Data to CRM Revenue Records
The gap between marketing-reported leads and sales-reported revenue is one of the most expensive data problems in B2B companies. Here's a technical and organizational framework for closing it.
Post-Acquisition Nurture Architecture: Engineering Customer Lifetime Value from Day One
The acquisition funnel doesn't end at conversion. Companies that build systematic post-acquisition nurture programs see 55% higher customer lifetime value within 12 months of implementation.
Channel Diversification Without Dilution: A Framework for Multi-Channel Acquisition at Scale
Adding channels increases reach but also complexity. This framework defines the conditions under which channel expansion creates compounding returns versus diminishing ones.
Downloads
Practical tools for acquisition teams.
Lead Generation Audit Checklist
47-point audit framework covering campaign structure, audience targeting, landing page optimization, and attribution setup.
Request AccessCustomer Acquisition Cost Calculator
Spreadsheet model for calculating true CAC across channels, including blended and channel-specific views with LTV ratio analysis.
Request AccessFunnel Conversion Benchmark Report
Industry-specific conversion rate benchmarks across 6 verticals, covering awareness to close across paid search, social, and email.
Request AccessMulti-Touch Attribution Setup Guide
Step-by-step implementation guide for deploying multi-touch attribution in Google Analytics 4, with CRM integration instructions.
Request AccessIntelligence Brief
Monthly acquisition intelligence, delivered.
Performance data, strategic frameworks, and campaign insights from our active client portfolio — curated for marketing leaders who want signal, not noise.