This podcast shares excerpts that discusses the current state of B2B marketing and lead generation, arguing that traditional methods are no longer effective due to shifts in buyer behavior, such as the overload of information and prolonged decision-making processes. The source highlights the importance of adapting to where buyers are actively researching and engaging with relevant content. It advocates for a programmatic lead generation approach that prioritizes first-party data, real-time insights, and aligning marketing and sales efforts to deliver qualified leads and improve conversion rates. The key takeaway is that brands must shift from being invisible to irresistible by being present where buyers trust and delivering personalized value.
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