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B2B Digital Marketing: Using the Web to Market Directly to Businesses by Michael Miller

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3. Planning for Reach

Most B2B companies experience a similar customer life cycle. It all starts with making a potential customer aware of your company or products, moves through acquisition of that prospect and conversion into a paying customer, and ends up with efforts to retain that customer and build on his loyalty to attract additional customers.

There are specific marketing activities that drive the success (or failure) of each stage in this life cycle, starting with the first stage: reach. Digital media can play a significant role in making prospects aware of what you have to offer—or, at least, some digital media can. Different media are differently suited for the five parts of the customer life cycle, and you need to know which digital ...

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