Product marketing used to be straightforward – generate more, better-quality leads to pass on to sales. But the world moves faster now. Customer needs are changing rapidly, as are purchase processes, buyer committees, the role and job title of the principal point of contact, even the types of potential client companies.
As a result, what constitutes a qualified lead in six months time may be very different to how you’re defining one now. Your whole lead generation process has to be evolving continuously, based on up-to-date information from across the entire customer journey.
In this report you will gain a greater understanding of:
More Better Leads Forever is a series of linked white-papers that will examine how B2B marketers can rethink demand generation for a fast-moving world.