On the second day of SES San Francisco, I headed to Lee Odden’s session Optimize B2B Content Across the Sales Cycle. Lee kicked off the presentation by polling the audience on how engaged they were in SEO, social media and content marketing. Hands raised all over the room. When he asked how many were focused on content marketing across the sales cycle, it was striking that there relatively few hands raised. As focused as we all are on conversions and purchases, we are not all capitalizing on the opportunity to attract and engage with our customer at every point in the buying cycle, and as a result, customers can slip away.