A Paradigm Shift in Marketing
Today's marketing efforts are not like past marketing efforts. Indeed marketing is undergoing a paradigm shift as increase importance is placed on quantitative results—chief executives want to know what to expect in return for their marketing spends, says David Scott, author of The New Rules of Lead Generation. Listen as Scott explains the shift, how the shift applies to B2B professional services firms, and his five-step plan for a lead generation campaign.