The right approach to B2B decision-making hierarchies

11/1/2013 | SocialMediaB2B.com

B2B and B2C firms are increasingly said to be converging on a single marketing model, but B2B marketers face a unique challenge in grappling with "hierarchies and people in decision chains," Dan Bosomworth writes. Those hierarchies should guide B2B marketers' plans, from making sure their approach is highly targeted to integrating multiple approaches in an effort to hit each stage in a buying cycle. "The key remains ... to plan to succeed through a combination of targeted, integrated marketing that works in the service of the audience first and foremost," Bosomworth writes.

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