The New B2B Marketing in Practice: Lessons in Content Marketing, Lead Nurturing and Scoring. By Susan S. McKittrick. Published by Patricia Seybold Group. November 18, 2010
This case study draws on the experience of a B2B marketer who set up content marketing and lead management processes, enabled by technology, at two very different companies. Her work points out the critical importance of understanding the customer deeply, developing good processes, and using technology to facilitate experimentation.