Why B2B marketing should focus more on purchase barriers

07/9/2013 | SocialMediaB2B.com

Business-to-business marketers should spend less time on "thought leadership" and more time on determining customers' purchase problems and requirements, the Corporate Executive Board's Ana Lapter said. A 2011 CEB study found B2B customers completed 60% of their research before contacting a sales representative, so marketers must target these customers with information specific to their purchase needs.

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