The increased availability of information has resulted in the emergence of a more 'self directed' buyer; buyers who are not afraid to use digital channels, social media and online searches to seek out information pertaining to businesses, products or services that interest them. This has left marketers to develop new techniques that generate and qualify leads before passing them off to sales.
The entire buying process has evolved and marketers must now more than ever adopt new methods of performing targets lead generation. It is no longer as simple as finding potential buyers through email blasts and other mass marketing tactics. Today's marketers must hone in on new methods of engaging buyers.
There has been a huge directional shift in the targeted lead generation process. Recently, the research team at Forrester found that 'buyers are typically 2/3 to 90% of the way through the buying process before they even engage with the vendor.' The reason for this being how easy it for consumers to access the information they need in the decision making process.
How do you alter your targeted lead generation strategy to deal with this trend? The answer is to become a trusted adviser by creating and publishing valuable content and thought leadership assets. It is the secret to success in targeted lead generation for today's complex buying landscape.