If you’ve read The Radical Sales Shift, then you already know that the way that business people research and make purchase decisions has changed radically in the last five years. Buyers now resist talking to salespeople until they’ve completed their own research and are confident about their options. 74% of business buyers told Forrester they conduct more than half of their research online before making an offline purchase.1 Unfortunately, many business owners that I meet still rely on tactics like tradeshows, print ads and cold calling as their primary focus for marketing. While these tactics can be included as part of your marketing strategy, they cannot stand alone. Companies who are looking to increase sales and revenue need to shift their approach to include inbound marketing.