Marketers, the Internet might not be your friend after all. It’s changed the way that consumers shop for products, which means that when they first convert into leads they’re a lot less sales-ready than they used to be. The first time someone types an industry-relevant keyword into Google and hits “Google Search,” they’re probably in the first stage of buyer readiness, awareness. Which is to say that they’re really not ready to make a purchase at all, and need to be nurtured into full-grown, sales-ready leads.

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