Marketers expend considerable time and resources to generate leads, working to engage a visitor to the company’s website, trade show display or seminar event at least enough to gain contact information for future interaction. Generating the lead is the first step toward reaching the goal of converting that prospect into a customer. Today’s digital age of computing and the Internet has significantly changed lead generation, empowering buyers to control much of the sales process, particularly in the inbound marketing context. Buyers have easy access to readily available information to  ...