Salespeople have long been considered the face of a company. They sell products or services, negotiate deals and close the sale. In recent years, however, companies have begun replacing salespeople with marketers. Today, marketing is often seen as the primary way to generate leads and increase sales. As a result, companies are investing heavily in marketing departments. And they’re also hiring more marketers than ever before. How did this trend begin? What are the pros and cons? Is marketing really becoming the new sales? Join us as we explore a topic that’s continuing to change modern marketing. About Tessa Burg: Tessa Burg is Chief Technology Officer at Tenlo. She’s been leading data-driven marketing and technology teams for 15+ years. Tessa has deep skills in many areas, including digital marketing, user experience, technology strategy and application architecture.  Tessa believes in taking a tech-agnostic approach to marketing development. It maximizes a client’s existing technology investment. Plus, empowers clients to easily use, manage, measure and scale their platforms on their own.

From thought leadership to engagement, there are many benefits of content marketing. But does the value justify the cost of creation and distribution for your B2B company? Tessa Burg shares how to measure your content’s contribution to lead generation. What metrics and KPIs you should look at. Technology and tools that can help you gather data. And most importantly, how to use the data to prove the value of your content marketing.   Measuring content’s worth in B2B is definitely more challenging than B2C or ecommerce. But it’s possible. Listen to learn how.