In most B2B businesses lead generation, or individual qualified "lead gen” more accurately, is at the core of business marketing - certainly for the tech sector. The merits of focusing on groups of buyers influential in a large corporate purchase over an individual executive is not new, but what is has a veteranB2B marketing analyst warning that almost every sector in B2B is still “focused on completely the wrong thing”. And the required shift that Kerry Cunningham, a former Forrester Principal Analyst now at US-based 6Sense, says is needed from B2B marketers has the backing of the Global VP and Head of Marketing at engineering giant ABB, Jo Woo, who agrees “traditional lead metrics are outdated”. B2B marketers must ditch their “obsession with counting leads”, she says, justas sales teams too must rethink their approach. For Andrew Haussegger, CEO at specialist B2B agency Green Hat, part of the fix is to “free the content”. That is, stop putting content behind a gate in order to capture leads – because brands need to influence a much broader set of people much earlier. Here’s the conversation that puts the hard data on lead generation.

In most B2B businesses lead generation, or individual qualified "lead gen” more accurately, is at the core of business marketing - certainly for the tech sector. The merits of focusing on groups of buyers influential in a large corporate purchase over an individual executive is not new, but what is has a veteranB2B marketing analyst warning that almost every sector in B2B is still “focused on completely the wrong thing”. And the required shift that Kerry Cunningham, a former Forrester Principal Analyst now at US-based 6Sense, says is needed from B2B marketers has the backing of the Global VP and Head of Marketing at engineering giant ABB, Jo Woo, who agrees “traditional lead metrics are outdated”. B2B marketers must ditch their “obsession with counting leads”, she says, justas sales teams too must rethink their approach. For Andrew Haussegger, CEO at specialist B2B agency Green Hat, part of the fix is to “free the content”. That is, stop putting content behind a gate in order to capture leads – because brands need to influence a much broader set of people much earlier. Here’s the conversation that puts the hard data on lead generation.

A weekly wrap of the “must-know” developments in Marketing, Media, Agency and Technology for leaders and emerging leaders in the industry. Veteran industry journalist and Mi3 Executive Editor Paul McIntyre talks each week with guest marketers who are in the know on what matters at the nexus of marketing, agencies, media and technology. Powered mostly by Human Intelligence (HI).

A weekly wrap of the “must-know” developments in Marketing, Media, Agency and Technology for leaders and emerging leaders in the industry. Veteran industry journalist and Mi3 Executive Editor Paul McIntyre talks each week...

Mi3 Audio Edition

A weekly wrap of the “must-know” developments in Marketing, Media, Agency and Technology for leaders and emerging leaders in the industry. Veteran industry journalist and Mi3 Executive Editor Paul McIntyre talks each week with guest marketers who are in the know on what matters at the nexus of marketing, agencies, media and technology. Powered mostly by Human Intelligence (HI)

  For more episodes download the free LiSTNR app.

A weekly wrap of the &ldquo;must-know&rdquo; developments in Marketing, Media, Agency and Technology for leaders and emerging leaders in the industry. Veteran industry journalist and Mi3 Executive Editor Paul McIntyre talks each week with guest marketers who are in the know on what matters at the nexus of marketing, agencies, media and technology. Powered mostly by Human Intelligence (HI)
&nbsp; For more episodes download the free LiSTNR app.

'Focused completely on the wrong thing’: B2B marketing set for a ‘renaissance' if marketers, sales teams decouple from individual lead ‘obsession' to the buyer groups who influence a company purchase

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