Why new rules? Why now? First, the internet is changing everything. Most B2B transactions now occur when the customer finds the supplier–not the other way around. If someone deep inside a prospect company can’t find you, your new product just lost to a competitor’s.
Second, B2B marketers have been following the rules of B2C marketers for way too long. Compared to their consumers, our business customers are more insightful, rational, interested and fewer in number. Advantage B2B… but only if we follow new rules.
Third, much more rigor is needed in this area by most B2B suppliers. Products are ‘released’ casually, budgets are spent inefficiently, and prospects respond “underwhelmingly.”
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