Curated Content • 2 years ago
From leads to data: how changes in the media business affect B2B marketers.
For B2B demand marketers, media has until recently been synonymous with impressions, maybe clicks and hopefully, leads. Historically, marketing pros have turned to media companies to generate awareness and create demand.
The focus over the last several years, however, has shifted to: Impressions are a bonus; I expect leads. Moreover, the definition of a lead and how it s generated varies widely.
Leads are good, especially when they engage with your brand ed content. Well, the bar and expectations are being reset.
The next evolution is being driven by B2B marketers mandate for driving a predictable sales pipeline and media companies need to transform their business and value prop. If these two groups can work together, this formula is good for both parties.
Let s take a deeper look at how media companies are changing and what this means for B2B marketers need for rich, actionable prospect data to create a pipeline.