Want to know how to become a better marketing leader in your company? We have just the episode for you! Today we have Cassidy Shield, Chief Growth Officer at Refine Labs. Cassidy discusses with Casey Cheshire how to build a great content lead for your company. He also talks about how to optimize your sales team journey. Once it is optimized, you will be able to see that flow be very efficient over time. Cassidy gives us his tips on how marketers can work more on their content strategy. Tune in to this educational episode.     Busted Myths: Lead Gen is not marketing.  Takeaways: What Cassidy sees in a lot of different companies is that their performance of lead-gen campaigns do not perform well when it comes to generating revenue for the company In order to build a great contact lead, start something creative like a newsletter, a blog, or a podcast. This is going to force you to build content that's valuable and good for your community, organization, and audience.  The things that marketing focuses on are awareness, trust, and authenticity. They want to create educational content. Cassidy thinks that the marketing team should be focused on the demand that converts the pipeline and revenue consist consistently, not just leads at all costs. A tough step for a marketing leader to do is to be brutally honest since the way marketers do things today does not work. In order to have great outbound in your company, you need to do some level of personalization in your research.     Quote of the Show: “ I think there's a lot of room for innovation on the outbound channel in the future.” (12:39) Links: LinkedIn: https://www.linkedin.com/in/cassidyshield/  Website: https://www.refinelabs.com/  Twitter: https://twitter.com/cassidyshield  Ways to Tune In: Apple Podcasts: https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763 Amazon Music/Audible: https://music.amazon.com/podcasts/37228621-2f9c-4905-a223-1844effb49dd Spotify:  https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn Stitcher: https://www.stitcher.com/podcast/the-hard-corps-marketing-show Google Podcasts: https://play.google.com/music/m/Im7mytmu2wa2mekhoeixlja5hpe?t=The_Hard_Corps_Marketing_Show YouTube: https://youtu.be/0XB9YtwHvZM  Podbean: https://www.hardcorpsmarketing.com/e/lead-gen-is-not-marketing-cassidy-shield-hard-corps-marketing-show-episode-322/?token=5802bd48be20b584f7a77614ec89365a   Hard Corps Marketing is produced and sponsored by Ringmaster, on a mission to create connections through B2B podcasts. Learn more at https://ringmaster.com/