Lead Capture vs. Lead Generation

Somewhere in the back of your operation, there's supposed to be a machine. You plug it in. It hums. Out come the customers, like a gumball machine, but for people who need a new water heater. That machine doesn't exist. In Episode 36 of Advertising in America, Ryan Chute, Chris Torbay, and Mick Torbay take apart one of the most expensive myths in modern marketing: that leads can be generated on demand. They can't. The weather makes the lead. The broken furnace makes the lead. Your only job, t...