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.