A More Human Approach to Business Marketing
Answering any question about what’s next in B2B marketing must involve the increasing attention on buyers as people vs. simply “business to business”. The human element of business marketing has attracted a lot of play in the B2B marketing conversation and rightly so.
While there are many changes and trends to consider to stay ahead in the B2B marketing game (paid, earned, owned and shared media for example) the thing that unites departments, tactics and technologies is common ground and common goals. By viewing B2B marketing from the buyer’s perspective,
