Every company is looking for ways to pump new life into its lead generation tactics. Some send executives to conferences, where they rub elbows with other leaders until their eyes cross with fatigue (and perhaps from one beer too many). Others bring on affiliate marketers who blast prospects with emails that claim their new product will change their lives forever. Yet, there are some businesses that make it their mission to provide value that brings customers to them. The smartest companies know that customers like businesses that meet them halfway — those that provide something of value in order to win customers’ business. But how can businesses prove their worth without undercutting their own efforts?Continue reading