Marketers are buried in the plumbing more than ever—building out demand generation platforms, picking up the pieces IT left out of the new marketing automation integration, and running like gerbils to keep lead nurture systems playing nice with Google’s latest adjustments.

But there’s one less-appreciated, but no less effective, way today’s leading marketing organizations can avoid the rat race and leap over competition—and that’s by being more accessible to media.

Accessibility to media, and how technology has changed what that looks like, is something many marketing organizations are not taking into account.

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