Forget Leads, Focus on Seeds

For large-scale, high-stakes B2B marketing in finance, plant seeds. Don’t chase leads.

For example, I don’t think there are CXOs in firms over $1 billion in AUM or transacting nine-figure sums daily that are filling out web forms or making existential decisions on the basis of lead magnets. Not ever.

Stop the magical thinking. Again, seeds. Not leads. No magic beans.

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