Make the Short List...Or Die Trying

For most B2B companies, there’s no reliable way to predict when a prospective client will purchase their product or engage their services, regardless of what their “marketing automation” expert promises. This is particularly challenging for professional services firms – legal, accounting, investment advisory, technology, management consulting, recruiting or marketing – where top-of-mind awareness (getting people to remember you) is a critical part of business development. Firms that have made an investment in establishing meaningful initial contact with prospective clients – notably through face-to-face interaction – will often make one of three errors: Inconsistent / No Follow-up: These com

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