Many of our client’s businesses and sales processes are relationship-based so traditionally that they have not engaged in specific marketing or lead generation programs. As the B2B world, like the rest of the world, becomes increasingly digital, internet marketing — of which lead generation can be a subset — is becoming the new sales. But lead generation programs and relationship-based sales and marketing need not be mutually exclusive. Instead, they can help a relationship-based approach by identifying additional potential clients and enable your company to initiate a relationship rather than waiting for your potential client to reach out (which could take months, which is more like years in internet time).
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