... messaging to the audience can build on the existing marketing, taking them further in the purchase journey Add to this the brand-halo effect of visibility within your environment and the sales case ... leads are attributed. The value of each lead will vary based on their propensity to buy, the site (and brand’s) propensity to convert, and the margin the business makes from the sale. Savvy classically ... editorial is only the starting point for a publisher’s website. The blogs, the community, the social networks, the directories, the toolkits and the practical services; they all need to be there too....