The concept of “leads” was adapted for B2B back when everyone was just trying to figure out how demand gen could work in our industry. Unless you were selling “boxes”, the method was never great, it was just better than what anyone had before.
In this MarTech Today article, TechTarget CMO John Steinert covers how B2B marketers now have both the learning and the tools to move beyond leads to a more effective approach that can deliver higher yields with less total expense.
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