Here's the truth about the direction marketing is going-- the most impactful sources for generating leads are all content-focused: social media posts, blogs, SEO, and email marketing. These content-focused channels are the basis for Inbound Marketing.
Every year, HubSpot takes a look at real customer data and commissions an MIT Sloan student to crunch the numbers. The analysis comes from customer survey responses and customer web data over a 24-month period for each customer, spanning 2013 and 2015. Here are the average findings:
The average customer gathers 60-70% of the information they need to make a buying decision before engaging possible solution or service providers. This means you need to attract them with ads and educational content that is optimized for search engines and social sharing. You then capture their details with landing pages that have Call-to-Actions and forms. You then nurture them with workflows until they are ready to talk to a sales consultant.