Leveraging the Internet to Shorten the Sales Cycle:

Series 1: How Businesses use their Web Site as a Successful Sales Prospecting Tool

This white paper is one in a series of four for developing an effective Internet Marketing strategy that Leverages the Internet to Shorten the Sales Cycle. This white paper explores the Integrated Buying Process and how sellers can leverage the integration of online and offline marketing for effective sales prospecting. It begins by comparing Traditional Marketing activities with Internet Performance Marketing and how buyers respond to them. The principals and objectives are very similar in the offline and online world. However, the ability to capture information about web visitors allows you to study the buying process more closely in order to fine-tune your online marketing activities to achieve your sales objectives. Actual activity patterns, conversion behavior and direct feedback can provide valuable data for improving the sales and marketing strategies. Different aspects and issues of the offline and online buying process are outlined for close examination.

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Previous Articles

• Predicting Ranking
• Reacting to the Google Dance
• 4C's of Internet Marketing
• Developing Trust
• Compelling Web Content
• Permission Marketing via Search
• Internet as Research Tool
• Gap between Sales & Marketing
• Budgeting for SEO
• Measuring Marketing ROI
• Building Brand
• Define Internet Marketing