Janet Driscoll Miller

Thorin McGee is editor-in-chief and content director of Target Marketing and oversees editorial direction and product development for the magazine, website and other channels.

A couple months ago, I told you about Integrated Marketing Conference 2012, to be held anywhere you have access to a computer on Aug. 16. Well, Aug. 16 is practically here, and it is shaping up to be a great show. Check out the agenda for yourself.

As much of the world strives to pull itself out of this damnable recession—the Organisation for Economic Co-operation and Development did report recently at least the beginning of a global economic recovery—marketers have been forced to grapple with how much stock to put in the predictive abilities of their customer databases. Has the poor health of the U.S. economy altered the consumer—and business, for that matter—landscape so greatly that all the customer data you collected up until a year ago couldn't forecast its way out of a wet paper bag?

A common challenge shared by most B-to-B marketers is how to improve lead quality—especially from paid search campaigns. Because B-to-B companies often face longer sales cycles than many e-retailers, how can B-to-B marketers effectively evaluate and improve paid search campaigns to increase return on investment? Here are six steps to improve lead quality from paid search campaigns:

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