Leads are not the final word in sales

“We get it, media buyers. You want leads. And who doesn’t? But have you forgotten the value of building a brand?”

That’s the question that David Karp, advertising sales manager for BZ Media’s Software Test & Performance business unit, asks in his thoughtful guest column in the November, 2006, edition of Folio Magazine.

Effective marketing means more than gathering leads for your sales force. David explains why. (And before you write this off as the carping of a print sales dinosaur, note that David is also responsible for ST&P’s fast-growing Web and e-newsletter ad programs, trade show booths, Web seminars and lead-generation initiatives. However, print is central to his marketing arsenal… just as it should be central to yours.)