Today’s buyers are not on a straight path to a purchase. Instead, they obtain lots of information about a solution before they ever talk to a sales person.
A lead might download an ebook on how to solve a particular business problem. A few days later, the same lead might register for an infographic on solution benefits. They might then hop over to Twitter to see what others are saying a competing solution. A week later, they might open an email about ROI from one of your competitors. Finally, they might pick up the phone and call you. Read More