Think about the average corporate web site. There are usually only two steps. A visitor goes to the site and there is a "contact us" form or some sort of offer (maybe for a white paper). In most companies, that "lead" is passed over to sales and is often ignored as a "crappy lead". The worst thing is that in most companies, no additional marketing happens at all to that person. What a shame.

The best thing when someone expresses interest via your site is to send them additional appropriate web content. A podcast or ebook perhaps. A link to your blog. A subscription to your email newsletter. Customer case studies.

Salespeople may argue with me, but I think it is better at the early stages of the buying process NOT to pass names to sales unless the buyer is absolutely ready to move forward. Having a salesperson call too soon disrupts people?s consideration process and it diminishes the value of a web content marketing effort.

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