Everything you wanted to know about B2B lead gen but were afraid to ask

Lead generation is maturing fast as a B2B marketing discipline, with new players driving higher standards of output, a more professional approach and a more customer-centric and responsible ethos. That includes the growing category of self service lead gen platforms, which enable marketers to manage their own programmes as part of a more structured programmatic approach. B2B Marketing has produced the first authoritative overview of the vendors in this emerging but significant category in our Martech Vendor Spotlight Report, launched last month. To mark its launch, Joel Harrison, Editor-in-chief, B2B Marketing spoke to Jordan Adams of specialist lead gen agency Oneninefive on the evolution of lead gen.