11. The Fast-Evolving Future of Lead Generation

In the past ten years, lead generation has changed dramatically, driven heavily by the availability of the Internet and its influence on how business buyers behave. The changes show no sign of slowing down. It seems like every day exciting new developments come along to change and grow our ability to generate high-quality leads.

In this chapter, I make some predictions about what’s on the horizon. Here are ten developments that we are likely to see.

1. More and Better Marketing Automation

The forward-thinking B-to-B marketing consultancy SiriusDecisions estimates that, while only 8–12 percent of B-to-B marketing organizations had installed a marketing automation platform as of 2010, that percentage ...

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