A New Generation of Leads
I’ve worked in a lot of different business media environments. Almost every organization that I’ve encountered is loathe to be associated with the “low class” function of lead generation. Traditionally, business media organizations, especially editors, want to be thought of as expert commentators on high-level issues of their day, and the iconic apex of their art form was the long form feature article–a linear, generalized, impersonal information experience that will eventually go the way of the radio play. The dirty mechanics of generating customers and sales always took place outside of the tent.
I’ve always been fascinated with the dirty mechanics, including lead gen, indexing functions (like directories or buyers guides), and community building (all building blocks for successful Read more…