No one makes a million dollar decision based on one white paper, one email or one Google search.
The buying process may take 12 to 18 months. 20 different people may be involved in the decision. Peers, consultants and analysts will provide their input.
It is called a complex sale for a reason, but B2B marketers keep trying to fit it into a simplistic measurement framework: where did we get that lead? [Read more...]