The buying process has changed, and businessmen need to find new ways to reach buyers and be heard through the noise. Instead of finding customers with mass advertising and email blasts, marketers must now focus on being found and learn to build ongoing relationships with buyers.

Lead generation often uses digital channels, and has been undergoing substantial changes in recent years from the rise of new online and social techniques. In particular, the abundance of information readily available online has led to the rise of the “self-directed buyer” and the emergence of new techniques to develop and qualify potential leads before passing them to sales. Additionally, you don’t want your sales teams spending time going down a list and cold calling. If you can generate leads for sales, the process is easier and you will see more of your leads being turned into revenue faster.

To make this process faster, good marketers know how to invest in methods not only to optimize the site for all relevant searches, but add keywords that will lead your potential customers directly to your front door.