How to use content marketing to generate leads
Lead generation is an ongoing challenge for business-to-business (B2B) brand marketers. The reason for existence for most B2B marketing teams is to feed their sales colleagues with high quality leads for new business. You are facing the double challenge of targeting complex supply chains with multiple decision makers, and your prospective leads are increasingly resistant to traditional sales approaches. This means taking a more subtle approach that creates a positive and consistent brand experience, therefore increasing the chances of generating leads.