In the old world, the concept of “lead generation” meant marketing found the names of potential buyers and passed them to sales.
Buyers expected that they would have to talk to sales and sales to speak to uneducated early stage buyers that may not yet be qualified.
This has all changed. Today, buyers can do their own research online and can find a variety of educational resources through search engines, social media, and other online channels. Through content resources, today’s buyer can learn a great deal about a product or service before ever having to even speak to a sales person.
So businesses must make sure that they build their digital presence.