Your Marketing Team Is Doing 2 Jobs, but Management Is Funding Only 1

Marketing now needs both a net for building awareness and a spear for winning targeted accounts.

EXPERT OPINION BY PAM DIDNER, B2B MARKETING CONSULTANT AND AI STRATEGIST

Illustration: Getty Images

Marketing used to be one job. Cast a wide net, catch as many prospects as you can, and nurture them until someone is ready to buy. Demand generation on one end, qualified leads on the other. Simple.

That job still exists. It just stopped being enough........

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