Are B2B Marketers Relatable? Their Future May Depend on It
New research points to the growing role that social factors play in the B2B purchasing process
A new study released by several major marketing organizations upends the conventional wisdom that B2B purchasing decisions are driven by rational factors, such as product features and price points. The study underscores the growing need for B2B brands to practice a more human-centric, network-driven approach to marketing.
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