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I run the CRO division of Elite SEM, a digital performance agency with clients including Easy, Jet, Pandora and the NFL. My team works closely with B2B, E-commerce, lead generation, and subscription clients to develop and executive testing programs.
Most marketers still approach search like the 50-yard line is the end zone. They invest the money and time, call the right plays, and execute well. The problem is they're only halfway to the real goal line -- people buying or taking a specific action -- and they abandon the most important part of the goal.
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