Modern buyers are wary of high-pressure sales tactics, so it's critical to gently guide them through the purchasing cycle, writes Mike Lieberman, co-founder of Square 2 Marketing. For example, if a Web surfer downloads one of your white papers, it might be a good idea to send that person a few e-mails over the course of the next few days that suggest other content. "The goal is to get prospects through the sales funnel by educating and guiding, not by selling and definitely not [by] harassing," Lieberman writes.

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