Let’s get right to the point. B2B marketers today are not optimizing programs to reach and engage their best prospects.
Sure, we talk about a buyer journey or about carefully mapping content. But at the end of the day, what are we doing? We are scoring leads high if they consume a lot of content and we are optimizing our program to increase lead scores and content consumption.
Who does that mean we are really optimizing our marketing for? Serial content consumers. [Read more…]