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If you're thinking about starting a business, or you've got a business going that you want to continue to grow, there are a couple of truths that you won't find in many books on marketing that have become the foundational reality for every marketer that's out there in the trenches, paying very close attention to how the new world of marketing is evolving. Marketers love the chase of moving a prospect through the age-old marketing funnel right up to the point where they become a customer. If more marketers spent every shred of energy they had on creating great customer experience, one that met the customer expectation and then found ways to exceed it at every turn, lead generation would become a very simple game.
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