Lead generation tactis are changing rapidly. The previous transactional approach isn't working anymore, prospects dont want to be sold to but engaged in a conversation about their challenges and learn how a vendor can help solve problems. Think of lead generation as a series of conversations with your audience, not campaigns. Show your prospects that you understand their industry, and specific issues, and that you are interested in building a long term relationship.
As Brian Carroll in his excellent B2B Lead Generation Blog points out, this way you will become a trusted advisor rather than just another sales person. Brian has a series of great blogs on lead generation in the 21st century. I will feature them here over the next few days, starting today with "Lead Generation Checklist - Part 1: Conversations, not campaigns".