With the rise of the Internet, we have seen a significant transference in power: from seller to buyer. Today, when a potential buyer is researching a product or service, they can find most of the information they need at their fingertips - on the Web. As a result, the Internet has greatly reduced buyers' dependence on sales reps.
As a result, buyers now engage sales people far later in the sales cycle. Whereas they used to engage vendors about a third of the way into the process, now they are waiting until the last third. Why contact ten vendors up-front and parry with adept salespeople when you can narrow the list down to just two or three on the Web?
Buyer empowerment is the driving force behind marketing automation. Marketers are seeking tools that allow them to
succeed in a world where buyers hold the power. Marketing automation and lead nurturing offer a sophisticated response.