When marketers start talking about leads, most of the time they seem to be talking about consumers. There’s discussions of funny videos, social media schedules, contests and email drip campaigns. The audiences are wide and often vague, from “mothers in their thirties,” to “teenagers living in Manchester.” But what about us Business to Business marketers? Our audiences are much more specific, and the tactics must be a bit more nuanced – it’s not enough to simply entertain and hope that our viewers share, we also have to add value from the get-go. Because there’s less conversation around Business to Business lead generation, we thought we’d get the conversation started by checking in with the state of the industry to date.