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From leads to data: how changes in the media business affect B2B marketers

from-leads-to-data-how-changes

From leads to data: how changes in the media business affect B2B marketers

By Scott Vaughan

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.

Read the source article at Marketing Land

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