Positioning yourselves as “lead management” does not help differentiate what you REALLY do. 3) Search engine marketing services providers – Shar VanBoskirk covers this market, but I’ve found companies like Reprise Media, IMPAQT, iCrossing and iProspect doing a lot more to help B2B marketers understand how to turn search optimization or paid clicks into qualified leads. My bet is on lead management growth because B2B marketers need to fully embrace online marketing as their primary way to engage and educate buyers. How do you differentiate between these two in conversation?