A Paradigm Shift
We live in an interesting time for lead-generation marketing. It is (and always will be) a sales support function. Its traditional goal in corporate marketing is to provide warm, actionable leads to the company’s sales force, enabling salespeople to close more deals and generate more revenue. A sales force used to be an essential requirement for any business, and lead-generation marketing provided support for the sales. Previously, only a few specialty companies, such as L.L.Bean, were able to get by without a sales force, relying exclusively on print catalogs to drive sales.
But the role of lead-generation marketing is evolving, as more companies adopt e-commerce and mobile technologies as sales vehicles. With the evolution ...
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