IT lead generation has gone a long way from long sales presentations and heavy white papers. Back then, it was good enough to have a lot of technical text for your content. These days though? Mediums like video and social media marketing are on the rise.
This should be your concern even if you are outsourcing your B2B marketing campaigns. Trends like the above form the industry standard. And as a customer of that industry, it can even be said that you have a duty to uphold vendors to it.