As B2B buyers do more research before ever speaking to sales, video, YouTube and thought leadership are becoming critical parts of the buying journey, shifting lead generation from capturing prospects to helping them make better decisions.
Tag: B2B
B2B marketing spent two decades building a vast machine to capture, score and nurture leads, but buyers learned how the machine works and quietly stopped cooperating. The result is an industry generating more contacts, more dashboards and more artificial intent while sales teams increasingly wonder where the actual customers went.