March 2012
Intermediate to advanced
368 pages
9h 13m
English
Content preview from B2B Digital Marketing: Using the Web to Market Directly to BusinessesBecome an O’Reilly member and get unlimited access to this title plus top books and audiobooks from O’Reilly and nearly 200 top publishers, thousands of courses curated by job role, 150+ live events each month,
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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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I wanted to learn C and C++, but it didn't click for me until I picked up an O'Reilly book. When I went on the O’Reilly platform, I was astonished to find all the books there, plus live events and sandboxes so you could play around with the technology.Addison B.
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I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.