Do you know what causes an individual prospect to convert and buy your product? If you’re like most marketers, you’ll look at the last thing they touched — maybe a landing page, buying guide, case study, or comparison chart. Then, you’ll begin promoting that piece, thinking it’s your golden opportunity to gain more customers.
Unfortunately, if you follow this approach, you’ll miss out on the fact that a purchasing decision is a long, drawn-out process for most customers. There are many factors — many “touches” — that go into a buying decision.