A few years ago people noticed a fundamental shift in the way companies bought products and services. Gone are the days when cold calling to generate leads was effective. Gone too are traditional selling cycles where sales executives could orchestrate the whole process from first meeting to contract signing.
The internet changed all that. Today buyers prefer to research products and services online, seeking to educate themselves rather than be sold to. A recent survey by Sirius Decisions found that buyers are progressing more than 70% of the buying cycle before engaging with a sales person!
Companies that demonstrate thought leadership – engaging in educational exchanges with prospects rather than ‘selling’ to them – are more successful at winning clients. Permission-based content marketing is here!