At LeadGen Compass we follow a rough rule in lead generation that we call the Rule of 30. It states that a prospect needs to be exposed to your message ten times before the message gets through. The challenge is in todays oversaturated data market, you’re lucky to get one in three messages through. So plan on 30 touches. Where do these touches come from? Well, if your team is sending prospects to the website, you can use retargeting to increase the number of impressions. It’s an easy way to increase impressions without altering your sales cycle.