In the B2B space, companies, products, solutions and services often lack true differentiation, have to compete in a crowded, noisy and cost-cutting marketplace, or simply don’t have the marketing and sales resources required to build and sustain a dominant position. Despite this, it is possible to succeed – and for small and medium sized companies it’s often possible to succeed against bigger, better resourced and aggressive competitors or industry-leading brands.This whitepaper from 4CM provides a step-by-step guide to both inbound and outbound lead generation, focusing on content creation and the customer decision journey.