©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.
eMedia Vitals/Scott Vaughn, UBM Techweb
B2B marketers understand that engaging customers in today’s environment requires a depth of high-quality content designed to attract prospects that seed their websites, feed their marketing programs and fuel their marketing automation systems. That’s an opportunity for publishers. Typical quarterly goals for today’s B2B marketer: Generate 25,000 leads, host 26 events, create and manage thousands of web pages and enable hundreds of sales calls. These mammoth goals and the expanded requirements that come with them are creating a great opportunity for savvy, nimble publishers that can evolve their culture and skills to navigate beyond traditional advertising into marketing services.