The Media Minute 11.24.21

While lead generation is more likely to be a marketing objective for B2B companies versus B2C, nearly any company focused on selling high-value products and services will likely become familiar with lead-based marketing practices, tools, and customer relationship management (CRM) systems. In fact, companies that employ lead generation marketing strategies are also very likely to prioritize leads and assign them to sales teams for follow-ups (which are also important steps throughout the customer acquisition journey).

Blockchain allows users to record information that is next to impossible to hack, cheat, or alter. Publishing digital content using the technology will help publishers enforce more accountability as they will be transparently traceable to the original source. “With more transparency comes a greater sense of control and security — both directly applicable in combating copyright and IP infringement,” the authors write.

The media buying world’s obsession with performance marketing keeps growing, and it is starting to creep into publisher deals that were once focused on the upper half of the funnel.  As 2021 has worn on, more advertisers are asking that ad deals typically measured using upper-funnel metrics such as brand awareness or social lift — branded content campaigns, for example, or event sponsorships — be measured using lower-funnel metrics like sales, or deliver guaranteed numbers of sales leads.

The territory fight: It’s the bane of every publisher and sales manager’s existence. All managers in the publishing industry have to deal with it, but there aren’t many who like to, and for good reason! The best sales reps are notoriously competitive, testing even the best manager’s patience, which is why having good account management rules is important.

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