The to-do list is insanely long for B2B marketers. Unfortunately, one thing I have heard from a lot of my compatriots in the B2B industry is that they are still focused on lead generation.
I thought now was the time that we were starting to shift away from leads? But here we are, in 2017, and folks are still discussing how to generate all these new prospects to fill in the top of the funnel.
Before we talk about how to move forward in 2017, I want to take a moment to reflect how we got here. I recently had the privilege to sit down with Scott Brinker, the godfather of marketing technology (#MarTech) and founder of chiefmartec.com.