As marketers, we're often singularly focused on conversion as if it's a single act: click-throughs and messaging that guides prospects to jump in and say "yes!" to all that we offer. We look for a silver bullet and make outcomes black or white because it's easy to digest. That doesn't mean it's correct though - new data confirms the growing power of branded interactions before or between the sale.
A recent poll from SAP found that buying decisions are greatly....