Branding could be more important in business-to-business campaigns than in business-to-consumer because of the length of the purchase cycle, Russell Glass writes, outlining seven misconceptions about B2B marketing. Putting too much emphasis on last-click attribution, ignoring the power of display ads coupled with direct response, and worrying more about getting in front of the right company instead of the right people are also mistakes born of marketing myths, Glass writes.
Dispelling B2B marketing myths that shortchange success
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