Channext was receiving the majority of its sales through traditional channels. The founders had a very well-established network within the IT market, which had allowed them to grow their client base to a respectable amount solely through their own network.
However, the founders came to realize that for further growth, they would need to tap into a network outside of their own. This is why they wanted to utilize digital marketing to generate leads to approach. But since they hadn’t yet utilized digital channels for lead generation, they struggled to find the optimal way of generating leads online.
