We all know that the B2B buying process is changing. It’s becoming increasingly nonlinear, with more decision-makers and touch points involved along the way. Prospects are now engaging marketers much later in the buying cycle, well after thoroughly researching and narrowing their options. That’s why, in today’s buyer-led purchase process, most marketing activities are extending into functions and roles traditionally not within their scope. Lead generation is one such marketing area where we’re seeing some significant shifts in how it’s being used. Decades ago, lead generation meant collecting potential buyers’ names and contact details to be passed on to sales. Today, lead generation is part of a robust process of building trust and capturing interest. With this new focus, lead generation now plays a number of new roles in the marketing process, which include:
We all know that the B2B buying process is changing. It’s becoming increasingly nonlinear, with more decision-makers and touch points involved along the way. Prospects are now engaging marketers much later in the buying cycle, well after thoroughly researching and narrowing their options. That’s why, in today’s buyer-led purchase process, most marketing activities are extending into functions and roles traditionally not within their scope. Lead generation is one such marketing area where we’re seeing some significant shifts in how it’s being used. Decades ago, lead generation meant collecting potential buyers’ names and contact details to be passed on to sales. Today, lead generation is part of a robust process of building trust and capturing interest. With this new focus, lead generation now plays a number of new roles in the marketing process, which include:
