Are B2B Marketers Ignoring Hidden Buyers?
Companies need to respond more effectively to purchasing-by-committee
A new report says that marketers place too much focus on the direct users of a product and fail to reach out to C-level executives, as well as influencers, working throughout the company — so-called hidden buyers. Reaching such buyers effectively means B2B marketers will have to reconfigure their thought-leadership programming.
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