P.O.V. is our periodic e-pub with our unique Point of View about the current state of B2B marketing. In each issue of P.O.V., we discuss topics of interest to B2B marketers, along with some entrepreneurial insights from our experience with startups and early-stage companies. We partner with companies of all size, to provide them with on-demand marketing services, for projects large and small. If you're looking for some assistance — short- or long-term, on- or off-site — with your marketing needs, give us a call. We handle everything from collateral development to website updates to content creation to to e-newsletters to Powerpoint presentations and demand generation campaigns. Want to learn more? Just drop me a line or visit our website, to learn more about how we work and what we can offer.

— David Z Orban
O&Y Partners

I received an interesting email the other day from Bizable CEO Aaron Bird, asking, "Why are companies still using the term 'lead generation,' which focuses only on the top of the funnel?" He goes on to say that by focusing on the top of the funnel, marketers tend to optimize for "leads" rather than focusing their efforts on those activities that would have the most potential to drive new revenue.

     It's a legitimate question, and a good one. Most marketers I know have been caught in this same predicament. P&L owners hungry for results often miss the forest for the trees, and marketers, eager to placate them, feed them generous helpings of "top-of-funnel" metrics, designed to hold them at bay.

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