Online interactions and unique visits to your website aren’t necessarily customers for your business, or even prospective customers. Companies often make the mistake of assuming that every visit to a website is someone who’s interested in their products, or that everyone who downloads a single whitepaper is ready to buy. Not so. Not so at all. A web visitor can have many different reasons for perusing your site and spending time with your content, none of which have to do with becoming an actual customer. For example, visitors to your site could be: Competitors keeping

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