Traditionally, marketing was always a linear path – people saw an ad, they were interested in the product, so they went to their local store and bought it. However, with the rise of digital and social media, customers are now researching information on their own. The same goes for engineers and technical buyers, who do most of their research, evaluation and final selection of a vendor very differently today than in the past.
Buyers are looking for information online and will only interact with sales people on their own terms. Your lead generation and marketing therefore needs to evolve to meet their needs. Otherwise you are going to struggle generating qualified leads that turn into sales opportunities.