How to increase demand generation through your website: Optimise throughout the customer journey

In an age of digital marketing with social media, marketing automation, email marketing and CRM, marketers often forget that their website remains the most important of their digital assets. Research by SiriusDecisions shows that both sales and marketing underestimate the importance of the website as a communication channel at key stages of the sales cycle. The research shows that marketers and sales tend to think of their websites as ‘showcase’ pages at the early stage of selling and they focus on other channels such as email and events as key channels during the later stages. The real disconnect highlighted by the study is that customers still value company websites as a critical touchpoint throughout the buying journey all the way to closed or won.