In the face of economic and political uncertainty, many organizations return focus to performance driven B2B marketing activities that demonstrate tangible value and most importantly traceable ROI. Marketers that calculate ROI are 1.6 times more likely to receive higher budgets. (HubSpot) While brand building activities are taking a hit, trends show that lead generation is not only back but high on the B2B marketing agenda. This article looks at how to evolve your lead generation strategy in order to adapt…