B2B Prospecting and Lead Generation in the New Reality is all about customer centricity and virtual tactics. It will be about how do you create great experiences for your customers offline and online, how do you solve problems for them versus purely market to them / sell to them, how do you understand what they need and provide the right information, the right products, right services to them when they need it via the channels they want.

This is not only about technical fixes or workarounds. Instead, a strong, trust-based relationship with customers may be the key to a sustainable, effective strategy.

Companies that can get this new people-centric approach and virtual relationship right—and that have the people, processes, and technology to implement it effectively—may be able to develop a significant, long-term source of competitive advantage.