Some marketers keep their distance from customer data. When I ask what kind of customer information they work with, I hear very little.
Ruthless B-to-B Marketing
I’ve noticed some ironies in the world of B2B marketing. You know, when the common wisdom is one thing, but the reality is another.
When asked, the typical B2B marketer will say that 80 to 85 percent of their effort goes to customer acquisition. This is a mistake.
I find them fascinating not only as people, but for making valuable contributions to our business and our world.
B2B sales and marketing are evolving quickly as buying behavior changes and new technologies take hold. So there’s a lot to talk about.
Everyone is aware that B2B buying is complex. But new research from Gartner suggests that things are even worse these days.