B-to-B Marketing Myth-busting, Redux

It’s always good to examine what beliefs we are operating under—if we have false beliefs that are not examined, then we continue to act on them. B-to-B marketing is no different. What are the myths we might believe that are possibly guiding our actions in the wrong direction? With a tip of the hat to Bob Bly … I’d like to tackle some myth-busting of my own. Myth No. 1: Lead generation is the top job of B-to-B marketers. There is overwhelming evidence that B-to-B marketers consider lead generation their most important contribution. So why, you may rightly wonder, am I

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