Marketers are lying to themselves and their sales teams. They complain when sales can't seem to close their MQLs into won opportunities, but let's face it, the leads don't close because they're anything but qualified. It's the reason sales have such disdain for marketing. Instead of trying to flood sales with as many email addresses as you can, you should be trying to filter them the highest intent leads out there—the 1% that are ready to buy. We're talking about demand generation in dark social.  But how do you measure that? How do you know it's working? In this episode, Chris talks with Ray Rike about how to optimize for high intent leads and the metrics that will tell you if you're doing it properly.