Traditional lead generation has undergone substantial changes in recent years, thanks to new online and social marketing techniques. In particular, the abundance of information readily available online has led to the rise of the “self-directed buyer” and the emergence of new ways to develop and qualify potential leads before passing them to sales.
In the age of the self-directed buyer, marketers need to find new ways to reach their potential customers and get heard through the noise.
Instead of finding customers through mass advertising and email blasts, marketers must now focus on being found, and learn to build enduring relationships with buyers. This shift has caused a huge transformation in marketing.