More than ever before, lead generation requires investment in technology. As the number of lead-gen customers increases, a B-to-B media company's ability to handle such programs manually decreases quickly. Technology, however, enables those businesses to scale up to new levels. B-to-B media companies are also using technology to vault themselves out of the hyper-competitive commodity-price tier of lead generation by offering such advanced services as lead nurturing and scoring.
If you don't think I have one too many G's in the headline above, then you might be part of the plugged-in set that Universal McCann polled for the most recent phase of its social media research project. Called Wave 3, this initiative puts some numbers to the global explosion of social media.
The industry almost lost one of its brightest direct marketers to the field of journalism. A recession redirected IBM's Pamela A. Evans into communications and marketing—the launchpad for a dynamic career that has brought her to the forefront of the industry's current evolution.