For years, marketing teams built their strategies on the classic funnel: awareness at the top, consideration in the middle, conversion at the bottom. It looked neat in presentations, but it never truly matched how people actually made decisions. Research from Boston Consulting Group for Google shows that modern customer journeys are anything but linear and are better described by four overlapping behaviors: streaming, scrolling, searching, and shopping.

Generating quality leads is a critical aspect of any business. The methods and strategies used for lead generation should be unique, creative, and effective.