Why B-to-B Marketing Must Embrace Ninja Customers

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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