State of Lead Gen / Demand Gen 2020 - Where are we heading?

B2B Lead Gen / Demand Gen: the magic (buzz)word

History:

• Cold calling --> then came the internet
• Cold emailing --> then came GDPR
• Cold advertising + Leadmagnet --> then came false email-addresses (no-one wants to be chased for weeks by sales reps after downloading an ebook)
• ....

What's next?

I believe it's less about focussing on "leads" but more about focussing on building a relevant (personal) network and providing max value for them over a long period of time, before reaching out.

Curious about your thoughts?