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

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5. Planning for Sales Conversion

Arguably the most important part of the B2B buying continuum is the part where the customer actually buys something. This is the conversion process, where serious leads convert to become actual customers.

Traditionally, conversion was the responsibility of your company’s sales force; all your marketing activities led to this point, and then the marketing department handed off to the sales department to close the deal. Although that is still the way it happens in many cases, you can also use digital media to convert leads into customers. It’s all a matter of trusting technology as much as you trust your flesh-and-blood sales experts.

Understanding Conversion

Conversion lies in the middle of the B2B customer life ...

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