Content plays big role in buying process

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“Lead generation is something that we've been focusing on for years. It's become a significant part of our business. It's 40% to 50% of our online revenue for any of our enterprise brands. It's a very big business for us. It fulfills the promise of the Web, which is relationship marketing. Relationship marketing is when you're delivering very specific content that users need at a critical point in the buying process or after they've made a purchase. It's content to help them get the most out of the purchase.” —BOB CARRIGAN, CEO, International Data Group
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