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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 veteran B2B 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Global Head of Marketing at engineering giant ABB Process Industries, Jo Woo, who agrees “traditional lead metrics are outdated”. B2B marketers must ditch their “obsession with counting leads”, she says, just as 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.  

She’s retuned the language of the in-house agency team from campaigns to content supply, embraced measurement and utilisation, brought in new senior creative talent, killed off a bunch of meetings and stopped the automatic response to ticking every box in a brief. And more transformation is inevitable, says SVP and head of Lego’s internal agency, Nicole Taylor, as the world of media and consumer engagement continues to fragment and brands pursue owned and earned content – along with shared spaces – with even more vigour.