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Exploring the Future of Lead Generation: Latest Trends and Possibilities in Paid Media

The article 'Lead generation with paid media: What's new and what's next' from Search Engine Land explores the changing dynamics of lead generation strategies. The emphasis is on attracting qualified leads to populate the sales funnel, not just generating leads. The significance of top-of-funnel content campaigns is underscored, with LinkedIn’s Audience Insights tool highlighted as a beneficial resource. The article also discusses the versatility of Account-Based Marketing (ABM) on LinkedIn, underscoring its utility beyond merely creating awareness at the top of the funnel.

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