There have always been people selling things and of course people wanting to buy but the traditional way of buying has changed dramatically.

Buyers now identify their own problems and solutions; quite often jumping straight to their online choice and missing out the 'sales' team completely; according to Forrester, between 50-70% of the buying decision has already been made before a sales rep becomes involved.   

The challenge now falls to Marketing, specifically Inbound Marketing, to meet the buyer on their journey and provide the info they need on the way.

This is where employee advocacy can also play a pivotal role with user generated content receiving 50% higher engagement and 5x more click throughs than the brand channel.