Have you ever stopped to think about what makes a publication a publication? Unless you’re involved in the publishing business, the question has probably never even occurred to you. Did you catch that? I just wrote, “unless you’re involved in the publishing industry.” Of course, if you’re aiming to separate your company from the competition, to increase lead velocity, to shorten your sales cycle or a myriad of other demand generation objectives, you are in the publishing business. So if you...
