Turning Browsers into Buyers
David Meerman Scott writes in CMO Magazine,
Today, when people shop, the Web is almost always their first stop. In any market category, potential customers head online to do initial research. The moment of truth is when they reach your site: Will you draw them into your sales process or let them click away?
When prospects use search engines and directories to reach your site, link to it through another site or respond to a marketing campaign, you have an opportunity to deliver a targeted message at the precise moment that they are looking for what you have to offer. Yet chief marketing officers, particularly those in B2B markets, often fail to realize the potential of their corporate websites, which must hook buyers in from the start and hang on to them until the sale is complete.
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