Valentine's Day is a holiday some people look forward to, while others dread its very existence. Let’s face it; no one likes to be alone on Valentine’s Day. Much like personal relationships, business relationships take effort. What are you doing this year to ensure you’re spending time with someone special and keeping your conversion funnel full? The typical B-to-B buying cycle is anywhere from three to 12 months. It can be challenging to maintain appropriate touchpoints throughout a longer sales cycle in a way that will encourage a potential customer to convert, rather than slipping out of the funnel.
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Critically, it's time to admit that attributing the full value of the marketing investment to the last or "converting" click is fundamentally flawed. By ignoring all previous activities which have contributed to the eventual sale, this approach is inaccurate, untrustworthy and often results in investment in key activities being reduced or cut.
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