If your goal is to deliver leads that you can tie back directly to your marketing investment, do not make banners the core of your enterprise B2B marketing program. Period.
Lead generation is still one of the top objectives of enterprise B2B marketers and many B2B publishers continue to propose banners as a way to deliver leads.
Publishers that continue to do this are doing a disservice to marketers that don’t know better and are losing the respect of those that do.
Banners don’t drive leads. Remember that. [Read more…]