The discipline of lead generation has fundamentally changed. It used to be that B2B marketing departments would focus mostly on awareness and branding activities, while a telephone-based group would contact prospects and identify those who were ready for a conversation with Sales.
Is B2B (business to business) marketing really any different from B2C (business to consumer) marketing? That’s a fair question. After all, B2B marketers have many of the same concerns as their B2C counterparts. Both groups must deal with product development, distribution, branding, and promotion.