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

Introduction Customers today are in charge. They research solutions, compare suppliers, and frequently make their decisions before they even talk to sales. That is why content marketing and inbound sales are companion pieces. Content gets attention, establishes trust, and takes prospects through the process of buying. Inbound sales is the strategy of converging with buyers where they already are, and content is the means that provides value on their own terms. This article de