Who Is the Average Business and How to Sell to It Online
summary
A presenter explains building a virtual storefront focused on lead generation, first tested with surveys (30 responses, 10 contacts, zero conversions) then followed by deep interviews with treasurers, CFOs and branch heads to define three buyer personas. Findings show buying drivers are price, proven case studies and industry-specific product bundles, with purchases over ~2 million escalating to treasury and board; adding product case studies to the site increased inquiries by more than tenfold.
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