ABSTRACT
Marketing is the engine that runs sales. It identifies qualified leads and reminds consumers why they would want to buy the product. Sales takes those qualified leads and tries to convert them into customers. Together, sales and marketing help turn a consumer into a customer. Before the World Wide Web, marketing dollars were spent primarily on advertising to seduce consumers with promises of a better life, if only entrepreneurs used the right kind of toothpaste or drove the right car. In present day's digital age, marketing has evolved into a shared experience that is focused primarily on content marketing and includes videos, blogs, white papers, and social media feeds. The most successful brands offer customized content that is not only relevant to their customers but is also aligned with their core values and the products and services they offer. Traditional marketing is a much better fit for well-established brands with deep pockets.
