A few years ago, lead generation conversations began by talking about “going to market”. Today, we must also think in terms of “being in the market”. What do we mean? It means when prospects are out looking to solve their problems, they find your customers talking about your solutions; they find your blog detailing the problem and educating them on how to solve it in an informative manner, not only in a sales pitch. And most important, as potential prospects progress in their buying process, they get appropriate content from you. To do that requires an integrated program -a blend of inbound tactics like SEO, SEM and excellent content development as well as integrating outbound programs that help identify and adavnce them in the buying cycle.