In the B2B marketing world, there are endless perspectives on how to captivate an audience. Whether you’re selling a sweet new widget or a specialty service, there’s always a new approach to converting prospects in the digital landscape. Just when you think you know what to do next to grow your business, a new philosophy emerges to dissect and destroy your strategy. So, what’s a marketer to do?

When it comes to helping marketers find success, NetLine’s VP of Audience and Product, David Fortino posits a fairly resolute theory – and that is democratizing lead gen. This is the notion that B2B marketers across industries and company size should be able to control and influence lead generation for their unique goals. Similarly, our friend Newell Thompson, SVP of Fabl employs this concept in the development of engaging voices for brands at any point in their lifecycle.

David and Newell swapped notes on content marketing, demand generation, and their views on supporting marketers to grow their businesses. Enterprise Marketer got the two together on the floor of CMWorld: