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MULTICHANNEL MERCHANT » ARCHIVES FOR SUAAD SAIT
Business-to-business marketing has become infinitely more complicated and less predictable in recent years. The intense cost-cutting measures and greater scrutiny that followed the 9/11 market setbacks mean companies of all sizes no longer purchase like they once did.
By focusing on titles, marketers have been targeting the wrong people: Role or function is the best indicator of response, and title is not the best indicator of function.