It goes without saying that attracting new leads is critical to any business, whatever sector you’re in, whatever the size of your company. Starting out as strangers, leads can go on to become customers, and possibly even brand ambassadors if you have the right strategies in place.

The buying process has changed in the last decade, and what used to be classic lead generation techniques are no longer as effective. Buyers are much more autonomous than in the past, and inbound marketing techniques that attract, educate and guide customers to an informed decision – rather than distract and convince through hard-sell strategies – are much more effective.