CHAPTER 6
CONTENT, ENGAGEMENT, AND BUILDING A RELATIONSHIP
Pulling the Social Customer Through the Online Sales Funnel
Social media, along with other revolutions in mass media and modern marketing, have without doubt altered the way consumers make purchasing decisions. Today's B2B and B2C prospects are self-educated, savvy shoppers who are increasingly influenced by their peers, turning to online reviews and social media channels for information and product recommendations. Particularly in the B2B market, the sales process, and especially its classic sales funnel, has been permanently altered as social consumers have redefined how they move through ...
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