I. Introduction The way businesses make purchasing decisions has transformed dramatically in recent years. Decision-makers today are more autonomous, digitally literate, and research-oriented than ever. Gartner predicts that B2B buyers typically finish 57% of the purchasing process before contacting a salesperson. The implication is that firms can no longer count on old-school sales strategies. Instead, they need to reach out to prospects earlier and more substantively via pe

1. Introduction The goal of content marketing is to create and distribute meaningful and relevant content consistently to captivate a clearly defined group. Content marketing is responsible for assisting possible customers from discovery through the decision-making process. Inbound leads, by contrast, are prospects who find your business on their own via your content, as opposed to being contacted with conventional outbound methods such as cold calling or direct emails. The s