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When it comes to B2B marketing, think things through carefully before you act

I recommend that B2B marketers pay special attention to what I call the Domino Effect, where one thing leads to another.

For example, if you make an offer on your website, do you have the requested information or materials ready to go? Or, if you invite someone to a webinar, what will your follow up activities be? (All the brand marketing in the world doesn’t matter if the experience the prospect has with your company is disappointing.)

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