A little over a year ago I wrote about balancing brand awareness and lead generation. I was inspired to revisit this topic after conducting a buyer persona project for a business-to-business (B2B) client. I interviewed more than 15 salespeople across the client’s organization, and the same exact phrase came out of every person’s mouth when …
Lately, many of my business-to-business (B2B) clients have expressed their desire to skip building brand awareness in favor of putting all their marketing dollars into lead generation. After all, marketing budgets are often tight, Sales is clamoring for leads, and executives want more revenue. Clearly, my clients are not the only ones struggling with this …
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