The Zero Moment of Truth–or ZMOT–refers to when buyers research products or services before making a purchase. ZMOT occurs during your prospect's buying journey between the initial stimulus (an alert that triggers the prospect's interest or need) and the First Moment of Truth, a term coined by Proctor & Gamble referring to the actual purchase decision.

With 80% of the sales process complete before a buyer makes contact, your marketing efforts have never been more critical. At a minimum, your company must be doing the following four things to maximize your sales effectiveness…

As the saying goes, "all good things must come to an end," and soon, that will apply to the venerable Postscript Type 1 font. The desktop publishing revolution couldn't have happened without it! Adobe is ending support for T1 fonts in January 2023.

If you do just one thing for your business this summer, it’s this — and it may be the best thing you ever did for your business growth. Take 20 minutes and review your website. Ask yourself this question: “If a high-value prospect were to visit our website as part of their vetting process, then visit the websites of three of our competitors, how would they feel about us relative to the other three?”

#1: Have high-quality blog content and update it consistently. 80% of the sales process happens before a prospect contacts you. Most of this is happening on your website. Your website's ability to differentiate itself from your competitors is determined primarily by its content.

With so much emphasis on blog and social media marketing, the idea of using a company newsletter as part of your marketing efforts may seem out of date. However, it's essential to recognize a newsletter's role in your marketing strategy.

Embrace content marketing! It’s easy and effective and where most of the sales process occurs. Inject your company into the sales process early and often. Some statistics to consider…

As you plan and prepare for 2022, you should keep these three things in mind…