In today's market, decision-makers are under tremendous pressure to make the right choices before purchasing. The features of a product are more important than the cost. There has to be trust between the customer and the brand.
Significant acquisitions in recent years have increasingly leaned on solid partnerships (not romantic ones, but professional ones). Understand how relationship marketing can generate leads. (https://www.rankwatch.com/blog/relationship-marketing-impact-lead-generation/)