Take the Lead with Full-Funnel B2B Lead Gen
The definition of a ‘lead’ has been a point of contention for ages. Marketers feel like anyone who gives up their contact information in exchange for an asset should be considered a lead. Sales thinks the term should be restricted to people who are actually part of the decision-making process and currently in-market. The classic battle of marketing vs sales, but we are here to help connect the dots.
As businesses brace for a potential recession, marketers will increasingly be held accountable for the quality of leads we provide. We will need to get closer to the sales definition: People who are relevant, on the buying committee, and at least a few steps into their customer journey.
The good news is that our existing B2B content marketing tactics can deliver all of the above. It’s just a matter of strategy. Content marketing isn’t just part of a full-funnel B2B marketing plan—it’s the foundation.