Why the customer is king regardless of the technology used

02/29/2012 | MarketingSherpa

Re-focusing on the customer, rather than technology, starts with seeing the receiver of business-to-business communications as a true audience, writes Daniel Burstein. All your customers should see your content as a way to overcome their troubles and achieve their goals. "What’s the point of a share button if you don’t give people a reason to share? What does a mobile-optimized email matter if the content isn’t so engrossing that your recipient is walking into light poles?" he asks.

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