In a recent survey, customers said their first engagement with sales occurred after they were 57% through the purchase process. In other words, they had done their research prior to letting any vendor know of their purchase intentions. Today, marketers must meet the demands of the more educated, self-reliant and social buyer. And be prepared to meet them where they are…on the internet.
The easiest way to close the loop is to make your website the central hub for all your marketing. Search engines, social media, email marketing, referral links, paid search, even offline campaigns should get filtered to your website. Once someone visits your website, you can cookie them and start tracking their activity.