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We all understand that generating leads is the primary goal of most inbound marketing programs. But are all leads created equal? To my mind, the answer to this question is no. After all, generating leads is not your end goal. Your end goal is taking the leads you've generated and turning them into customers.
Research shows that your website is a critical element of your professional services marketing strategy. In HubSpot's 2016 State of Inbound Report, 73% of survey respondents said that inbound marketing was "my organization's primary approach to marketing." And there's a reason for that - that's how B2B buyers conduct their buying processes.
Your website is an essential tool in the modern sales process. According to HubSpot's 2016 Buyer Perception Survey, search engine queries and visits to a business website are the top 2 ways that buyers conduct pre-purchase research and draw up their shortlists of potential vendors. The first step towards getting on the buyer's shortlist is to keep them on your website long en ...