For years, B2B marketing has been obsessed with one thing: conversions. Downloads. Form fills. Webinar signups. All of them are celebrated as “leads”. But here is the uncomfortable truth: most of them are not leads at all. They are simply people who interacted with a...
Many B2B companies invest heavily in marketing to generate leads. They run LinkedIn campaigns, publish content, launch inbound programs, and drive traffic to their websites. And often it works. Clicks increase, downloads grow, and the CRM fills with new contacts. Yet...
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