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Why B-to-B Marketing Must Embrace Ninja Customers

January 21, 2014
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We used to talk to a real person as a first step. To get familiar with the company. To learn more. To create bonds. Not now. Now we talk to a real person as a last resort, after we’ve kicked the informational tires so thoroughly that we absolutely must reach out to get our final questions answered, prepurchase. This is most egregiously true in a category where the transactional stakes are often the highest: business to business marketing. ... B-to-B customers will contact a sales rep only after independently completing 60 percent of the purchasing decision process...

 

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Good, reliable market information, based on good, reliable marketing research, is more important than ever to businesses of every size and description. But nowhere is it more critical than in the business-to-business marketplace. Business to Business Marketing Research

Good, reliable market information, based on good, reliable marketing research, is more important than ever to businesses of every size and description. But nowhere is it more critical than in the business-to-business marketplace....

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