When marketers consider how customers make buying decisions, their focus is usually on purchases, subscriptions or signed contracts. This makes perfect sense inasmuch as those are the decisions that generate revenue. But think for a minute about all the decisions that leads customers to their final decision, e.g., conducting a web search, visiting a web site, downloading – and reading – a case study, clicking a button to subscribe to emails. Without all of those the decisions, the custome...
