Many B2B companies have incredibly long and complex buying cycles. And since these sales cycles can easily last 6-9 months if not more, there are more and more opportunities for a potential customer to jump ship and abandon your company for the competition. But a longer buying cycle also means there are more chances for a potential customer to jump back into the sales process, and oftentimes this is not at the same place they left. What’s more, because of the increased amount of free and available information regarding your company and products, many customers don’t have to become “leads” in the traditional sense until they are much further along in their own buying cycle, having educated themselves without the help of a direct interaction with your sales team. So what does that all that mean for you SEO program, specifically your B2B keyword research?
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