For B2B demand marketers, media has until recently been synonymous with impressions, maybe clicks and hopefully, leads.
The focus over the last several years, however, has shifted to: Impressions are a bonus; I expect leads.
Now on top of the static lead/contact info itself, think of all the added insights aggregated through the analysis of this data:
surging contextual content that illustrates interest in specific topics among individual leads e.g., the number of white paper downloads in a set period of time ;
actions that signal info consumption preferences;
industry trends e.g., sudden bump in, say, cloud computing interest among enterprise companies ; and
changes in account info e.g., human capital jumps between companies .
The future of media is full-funnel data support
The major takeaway here is that media companies are no longer chained to top-funnel activities.
It ll certainly help you prioritize lead nurturing and sales follow-up.
ABOUT THE AUTHOR
Scott Vaughan is CMO of Integrate, a cloud-based, closed-loop marketing software provider, where he leads the company s go-to-market and marketing strategy focused on serving its growing customer base of marketers.