Generating new leads has become increasingly difficult during recent years. Many tried and tested outreach methods fail so often that even 5%-15% open rates for emails—these are not even sales conversion rates—are accepted as normal now. Direct messaging through social media networks is starting to go that way too, and it's harder to reach prospects by 'phone.

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'Insanity is doing the same thing over and over and expecting different results.'

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Despite this, most people keep doing the same thing, day in, day out, because it used to work years ago, and they don't know what else to do.

 

Information has never been more accessible to buyers than it is now. They are significantly more informed—they are spoilt for choice. And at the same time, in an increasingly competitive marketplace, they have come to mistrust many traditional outreach methods from vendors. 

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This has resulted in a shift in their behaviour throughout their 'buyer journey'. According to analysts and specialists, a human approach is now favoured by most buyers.