What Comes After Lead Generation?

Steering WheelTwo weeks ago, I wrote Five Reasons Lead Generation is on its Last Legs, exploring the reasons why today’s common lead generation tactics are beginning to fail. However, the requirement that marketing deliver leads will not change.

Marketers need to move beyond today’s content for contact information exchange and embrace new ways to drive demand and capture more interested and qualified contacts. Underlying the new demand generation activities will be two key changes.
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